Orthotics/Prosthetics

I do not mind grocery shopping but it never takes me less than an hour. I always buy more than I need and I have to carry all the groceries up three flights of stairs. So it should come as no surprise for those of you who know what Peapod is, that I am a huge Peapod fan.

Peapod was founded in 1989 and touts itself as the oldest online grocery service. Peapod users go online, select groceries, pick a delivery time and just like that the food shopping is done. The delivery person brings them to your home. You give him/her your coupons and they are off.

	© 2011 iStockphoto.com/Edyta Paw?owska

Though I think their services are amazing they are going above and beyond and supplementing that expectation using a tool that I know and love and encourage all O&P business owners to take advantage of – facebook.

Lesson one: Be transparent

Peapod is taking advantage of the social network boom. Their approach is unique and the community being created as a result of that experience is more of a fan base than customer list. The Peapod facebook page appears to be completely transparent. When people have complaints about broken eggs, failed coupon redemption and frozen produce, those feeds appear alongside the gleaming reviews. Every company receives complaints, but a lot of them react with their finger on the delete key in fear of turning away a potential new customer.

What sets them apart from other companies? The Peapod team responds to each complaint and the Peapod fans practically fall all over each other defending the service. Peapod has faith in their fans. Peapod is secure in their knowledge that they truly do make people’s lives that much easier by providing a much needed, wanted and valued service. There is always room for improvement in customer service but if you make someone’s life easier, you have made a fan for life and you can trust them to market on your behalf.

If you are using social media networking: Be transparent and have faith in your fans.

Lesson two: Recognize internal assets

Not only does the Peapod interact with their customer base frequently, but they also acknowledge their staff members on what they call the Peapod Pros page. They feature a different driver/delivery person every month. I checked out the Pros page right before I started writing this column and, true story, one of my regular drivers/delivery people is featured. Obviously lots of people think he’s as great as I do or he would not have made it to the Pros page. I feel proud of my driver. I feel validated that other people think that he is great too. I am excited to see him the next time so I can tell him that I saw him on the Pros page.

Peapod is actively a community. If you have a platform for it – facebook, website, e-mail newsletter – create your own version of a Pros page. If you are transparent and you are going to allow complaining and venting then you definitely need to have a place where people can tell you how great you all, your employees, your staff, your boss, are. Yes it is a glorified Employee of the Month. It is also a morale booster and a community builder. You can not ask for more.

Disclosure: Elizabeth Mansfield does not have any relevant financial disclosures.

Elizabeth Mansfield is the president of Outsource Marketing Solutions. She can be reached at elizabeth@askelizabeth.net .