Consumer needs and behaviours have evolved over time, and companies must quickly adapt to these changes. Customer experience has become increasingly vital: today, a company’s success primarily depends on its relationship with its customers. You must take great care of customer service to create engagement.
In this regard, we would like to discuss Rituals, a Dutch brand that was voted the most customer-friendly company in the Netherlands in 2021. How did they achieve this prestigious title?
The Story of Rituals
Rituals was founded in 2000 by Dutch entrepreneur Raymond Cloosterman. After completing an MBA at Erasmus University Rotterdam, she began working at Unilever, where her passion and interest in well-being and personal care started. Following an inspiring trip to Asia to discover ancient traditions, Raymond decided to pursue her dream and create a global luxury brand based on the passion of helping people turn their daily routines into meaningful rituals.
This dream became a reality: after five challenging years, Rituals Cosmetics succeeded in conquering global markets, standing out as the fastest-growing company among European brands, with 520 stores in 28 countries. In 2011, the brand achieved a turnover of €140 million, which increased to €283 million in 2015.
The well-known cosmetics brand not only has its own stores but also franchise branches, online shops, and shop-in-shops in major shopping centres. Additionally, various Rituals products are available in hundreds of hotels worldwide and on some airlines.
The Rituals Philosophy
“We are not here to sell you beauty products; we are here to make you feel good, by transforming your daily routine into a meaningful ritual.”
This mission is based on Cloosterman’s vision that Rituals should be an accessible luxury brand, available all year round, not just at Christmas. The goal was to enter the market by adding value, so as not to be just another cosmetics brand, but to tell the story behind each product.
Inspired by Asian tradition and philosophy, yet based on a modern concept with the sole purpose of well-being, the brand has created six main product lines, each offering a ritual from which they derive their names: Ritual Sakura, Ritual Dao, Ritual Happy Buddha, Ritual Hammam, Ritual Ayurveda, and Ritual Samurai.
The Most Customer-Friendly Company in the Netherlands, 2021
The international growth and achieved turnover are certainly significant successes, but the greatest recognition has been having satisfied customers. In 2021, Rituals was named the most customer-friendly company of the year in its home country.
The winner is determined each year based on ongoing, independent online research among tens of thousands of Dutch consumers. A total of 37,702 consumer reviews were gathered from 321 companies across 9 sectors.
Overall, customers rated Rituals with a score of 8.2. For years, it has been in the top 10 favourite companies among customers, and last year, it managed to secure the top spot.
“We are extremely proud to be the most customer-friendly company in the Netherlands this year. Customer satisfaction is our top priority, and the consumer is always at the heart of developing a customer experience.”
Slow Shopping for a Unique Customer Experience
Rituals also managed to secure second place in the ranking for the best customer experience. Here’s how they did it.
Surprising scents, atmospheric music, and friendly staff are the key elements of their stores, helping customers feel at ease. Each Rituals store has a tester area where customers can try the products: they offer a comfortable space and the peace needed to enjoy a hand massage and test makeup, all while sipping a cup of white tea.
Thus, it provides customers with a space to escape daily chaos, where they can slow down and indulge in small rituals of pleasure to enjoy moments of joy and happiness because it’s the little things that make the visit special.
The brand is committed to helping customers slow down their fast-paced lives through small rituals, including via an app and their YouTube channel, where, for example, you can follow meditation and yoga classes.
According to Rituals, the enforced slowdown, especially during the early months of the COVID-19 pandemic lockdown, was an opportunity to take some time for oneself. They even set up pop-ups in supermarkets to remind consumers of this concept. Additionally, they distributed over 200,000 gift bags to hospital staff as a thank-you for their continuous efforts.
7 Golden Rules of Friendliness
Want to improve your customer experience? Follow these seven simple rules to show friendliness and kindness towards your customers.
1. Be Available
It is crucial for customers that you are available. Nothing is more frustrating than waiting for hours for a simple response. Always make sure to respond to your customers through the various contact points you have (website chat, email, in-store) and align your opening hours with your target audience’s lifestyle.
2. Keep Your Promises
Doing what you promise is essential. Do you prioritise the customer? Then truly act on it. Making overly ambitious promises can backfire, as the customer will feel disappointed.
3. Give the Customer Space
The approach to customers should be natural and extremely cordial, so as not to disturb them unnecessarily. Let them know that you see them and are there to help, but don’t be pushy.
4. Be Flexible
“Never say no.” Sometimes, it is necessary to set aside formalities and bureaucracy to accommodate the customer.
5. Solution-Oriented Thinking
Don’t focus on the problem but rather on how to resolve it quickly and effectively to satisfy the customer. Be open, transparent, and handle each case individually.
6. Get Involved
As a company, you often think you know your customer inside out, but is that really true? Do you truly understand their desires, dreams, goals, frustrations, and pain points? In short: are you really engaged? To do this, you need to listen carefully to the customer.
7. Prioritise People
Last but not least, make the customer understand that you genuinely care about their well-being. After the outbreak of the pandemic and the subsequent lockdowns, customers feel disoriented, and you need to guide them step by step, providing useful advice and information on using your products. If your approach is solely sales-driven, the customer will sense this and will prefer to turn to a competitor.
Bonus
Surprise your customers. We’d like to offer an additional tip: nothing is more delightful than receiving something unexpected. Remember them on special occasions and treat them to something special: a discount, a promotion, or even a gift! You can create customised gadgets with your logo and a special message to distribute to customers for free at your physical store or with an online purchase.
Check out our extensive catalogue of branded merchandise for clients, where you’ll find accessories and promotional products for every occasion and every sector. If you need help, don’t hesitate to contact us—we’ll be happy to assist you!