The Ways to New: 15 Paths to Disruptive Innovation by Jean-Marie Dru

Author:Jean-Marie Dru
Language: eng
Format: mobi
ISBN: 9781119167976
Publisher: Wiley
Published: 2015-11-08T14:00:00+00:00

Darty: 3.0 Customer Service

What do a magnet on your refrigerator that lets you order pizzas, a connected button that watches over your white goods and instantly calls customer service when something goes wrong, and a “smart” pillbox that helps your doctor oversee your medication from afar, all have in common? Each one embodies excellence of service within a physical object.

In 2012, we recommended that Red Tomato Pizza launch a VIP Fridge Magnet in Dubai. This is a gadget that connects with the nearest Red Tomato Pizza branch. At the touch of a button, your favorite pizza is ordered and delivered within minutes.

In the summer of 2014, Darty, the largest French white-goods retailing company, announced a breakthrough in customer service when it launched its “Red Button,” a device connected to any domestic appliance. If an appliance runs into a problem, all you need to do is press that button. A Darty representative will connect by phone almost immediately. No more hours spent running through what the problem might be: all the necessary information is available to that representative online. Darty Customer Service can send a repairman very rapidly. Better still, Darty's “Red Button” will report on the condition of your appliances in real time and thus warn of any prospective problems. The Red Button completely fulfills the promise in Darty's vintage slogan, “Le Contrat de Confiance,”7 a phrase that translates as “the Trust Contract.” And in this way, Darty's after-sales service offering has entered the 3.0 era.

As Chris Anderson says in Makers, as soon as someone comes up with a service idea, it only takes a few lines of code to turn it into reality.8 And to deliver it to millions of individuals around the world, at the touch of a button.

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