A completely unpaid, raving customer experience review of DiscountFilters.com

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Think about what gets you excited every day. What is your passion? What fuels your inner fire? What do  you really care about? What really gets your wheels turning?

Let me guess: refrigerator water filters

No? That’s not it? I’m not surprised. They don’t do much to spark my interest either. I just need them once every six months or so to make sure that my water stays clean & pure. Pretty basic stuff. Pretty easy to gloss over, to even forget. Unless, that is, your buying experience is one that will stick with you forever. Which it what happened to me. Let me explain.

Phase one: research

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We have an LG refrigerator with a push-button water dispenser that we love (it’s  the little things, guys). The fridge came with our house, so when it came time to replace the water filter, we had no idea which one to get since we weren’t sure where to find the model number. What’s a millennial to do when they can’t figure something out? Google, of course.

One quick search for “LG water filters” gets me more results than expected, and I hit up the first unpaid listing (I know, marketer that I am, terrible) that appeared – the LG website. Let me tell you, I thought our fridge was newer, but as it turned out I was mistaken. I spent hours looking through LG fridge models on their site to locate mine, to no avail. It was too old.

Say it ain’t so!

Phase two: Ah-ha moment

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Ready to give up and purchase a random filter, hoping that it would work but not knowing for sure, I tried one more search on Google “LG refrigerator model search”. Against my (normally) better judgement, I clicked on a Google AdWords ad for a website called DiscountFilters.com that promised to find me my LG filter. I was wary of the site at first – usually anything with “discount” in the name makes me question it. But I forged on. (Don’t worry, this is where it gets good, I promise).

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I was brought to this page.

From there, I could select…

  • Brand: LG
  • Style: French 3-Door
  • Filter Location: Upper Right Interior
  • Removal: Twist to remove

And BOOM. I had found my filter.

In all my hours (and hours (and hours)) of online activity, I have never had a more pleasureable, easy, understanding user experience. I felt like there was a person on the other end asking me these very specific questions, and the diagrams with each question helped to further assure me that I was making the right choice. I’m telling you, even if you don’t need a water filter, go through the experience to try it yourself. It. Is. Amazing.

But that’s not even the best part.

Phase three: Cha-ching!

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For one, ONE of the same filters sold by LG on Amazon? $49.23 with free shipping.

For a three, THREE pack of these filters from DiscountFilters.com? $47.55…. with free shipping!!

You guys, I can’t make this stuff up.

Like I said before, I was wary of the word “discount” in the name of the site, but the excellent user experience had helped gain my trust, and I felt confident placing my order with them.

But wait, there’s more.

Phase four: Surprise & delight

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Within about an hour of ordering, I received a personalized email from Jon at DiscountFilters.com asking me to verify my mailing address (since I have a PO Box it gives me problems sometimes). I responded, and 5 mintues later he had sent me another email confirming and thanking me. In this day and age, I’ve come to expect my interactions – especially online – to primarily be with computers, software, automated programs, etc. So it was the cherry on top of my already delicous water-filter-heaven cake that I received a personal email – and so quickly!

As for the filters, they arrived as expected in less than a week, & have my refrigerator pumping out pure, clean water again – hallelujah!

Phase five: the aftermath

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As you can expect from a company that is clearly digitally advanced, after placing my order I received the occasional marketing email and retargeted Facebook ad. But it didn’t bother me. My experience had been so pleasant – so seamless – that I was okay with them following me around for a bit, so to speak. Their emails even include – you guessed it – more discounts!

Their effectiveness at staying top of mind for me lead me to making another purchase from them recently. I knew I wanted to order from them again, so I just Googled DiscountFilters (with my part number for my filter, which I now have written down), clicked on the first paid ad that appeared, clicked 2 more times to order my replacement 3-pack, and went on my merry way (you’re welcome, marketing analytics team at DiscountFilters.com)

Lessons learned

As a (extremely part-time) blogger & marketing nerd, I can’t resist summarizing the many valuable lessons learned from this experience. I’ll try to keep it brief…

  • UNDERSTAND THE STRUGGLE: DiscountFilters.com clearly understood that customers looking for filters probably don’t know their refrigerator model number. So they made it extremely easy to figure out. Know what your audience is struggling with, and how you can help to solve it. Simple as that.
  • TOUCHPOINTS ARE KEY: DiscountFilters.com shows up in my email, on my Facebook page, and in my Google searches, and stays top-of-mind for me when I need replacement filters. Be aware of all your customer touchpoints, and optimize each for the best experience.
  • GO ABOVE AND BEYOND: DiscountFilters.com has an auto-delivery feature you can sign up for so that you receive 3 new filters every 18 months at a fixed rate. You literally don’t ever need to think about refrigerator filters again. Unless you want to, then go for it. This unexpected feature sets them apart from others – how can you set your company apart?
  • BE A TRUSTED SOURCE: As I mentioned, I was wary at first. But clearly displayed on DiscountFilters.com are McAfee Secure, Google Trusted and BizRate Excellence badges. Trust building: initiated. The customer experience, then, put it over the top. Building trust is the first step in a long-lasting relationship (and the first step towards getting reactions like mine to your customer experience :))

I told you this was the review you didn’t know you needed. I hope you’ve learned something from it. And I hope that, if you ever need water (or air!) filters, you use DiscountFilters.com. And I assure you, this review is completely unpaid, unsponsored, un-anything except for a marketing geek documenting a really, really great experience.

For more nerdy stuff like this, subscribe to my blog or follow me on Twitter at @emilybertram3

Thanks for seeing what #EmilyFayeSays!

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Is your brand believable?

I am not ashamed to admit that I am a superfan of the Fast & Furious franchise. I have seen every movie multiple times (just saw 7 last night, so many tears!), and any time one is on TV, I find myself sucked in again. There’s just something about these action-packed, insane, funny, beautiful movies that gets me every time. Why on earth would a movie that is centered around extreme, out-of-the-box action scenes sit so dearly in my heart? I realized that I can trace my answer back to one thing: believably.

If you’ve ever seen a Fast & Furious movie, you know that the main character, Dominic Toretto (played by Vin Diesel) places family at the highest importance. And in the movie, all of the actors do an amazing job to make their “family” look so real. How? Because they’re all a big family on and off the screen. They live and breathe what they do and who they portray, and it translates to the big screen beautifully.

This is an important lesson that can be translated to many other areas. Specifically, though, I want to talk about brand. Is your brand believable? Do people trust that your brand’s mission translates to your brand itself? Here are some examples of big, successful brands and their mission statements.

Coke

Coca-Cola: To refresh the world, inspire moments of optimism and happiness, to create value and to make a difference.

Nike

Nike: To bring inspiration and innovation to every athlete in the world.

Google

Google: To organize the world’s information and make it universally accessible and useful.

How believable are those statements pertaining to their brands? Pretty believable, right? How do you think they were able to make them believable? Through their actions, of course.

Coca-Cola: Coke founded the Coca-Cola Foundation in 1984, with the goal of enhancing the sustainability of local communities worldwide. This Foundation has since partnered with international organizations to promote water stewardship, women’s rights, healthy and active lifestyles, community recycling and education, as well as disaster relief.

I think they’re making a difference.

Nike: Through the Nike Foundation, Nike leverages the power of their employees, brands, consumers and partners to create positive, long-term changes that increase access to sports, empower girls and women in the developing world, and support the communities we live, work, and play in.

Oh, and by athlete, Nike means “every person with a body.” 

Google: The Google Foundation focuses on many different important efforts. To name a few, they are working on fighting disease, increasing environmental responsibility including protecting wildlife, improving computer science education, fighting human trafficking,  and empowering women and girls. All of this is done through technology – working to develop smarter, better, faster ways to make a difference.

Takes a lot of information. 

These brands have been able to make their messaging believable, because they live and breathe what they say every day. It’s great to have aspirations and values, but if your company and brand are not living them, then how are you going to be believable? If you stay true to your mission at the office and at home, people will notice.

#EmilyFayeSays

PS: for other FF superfans like myself, you need to watch this extended Today Show interview with the FF cast – I promise you tears and laughs.