How customer experience teams can elevate everyday basics: Insights from True Classic and Tommy John

Transforming the mundane into the extraordinary isn’t just for luxury brands. True Classic and Tommy John are proving that even everyday basics like T-shirts and underwear can offer exceptional customer experiences. In this eye-opening discussion, we explore how these brands are redefining what it means to provide outstanding service in the world of essentials.

Flipping the script on traditional post-purchase communication

During the podcast, Jordan from True Classic shared her perspective on post-purchase communication. Specifically, she highlights how proactive communication about delayed or potentially lost orders has become a crucial element of their customer journey. Instead of waiting for customers to reach out, True Classic takes the initiative:

“We should be reaching out to the customer first when we identify a problem. There are so many tools out there that allow you to identify that before they can reach out to you.”

This approach flips the script on traditional customer service, transforming potential frustrations into opportunities for building trust and loyalty.

Rethinking phone support

Contrary to popular belief, phone support isn’t dying, but it’s evolving. Both True Classic and Tommy John have seen a resurgence in customers wanting to speak directly with a representative. Jordan noted:

“Two years ago when we were like, ‘Oh, should we offer phone support? Should we not?’ And we offered it in that first week, our phone line like blew up. It was 100% not what I was expecting.”

This shift challenges the assumption that younger consumers prefer digital-only interactions. It turns out, sometimes people just want to talk to a human…even about their underwear.

Busting preconceptions about offshore support

One of the most persistent myths in customer experience is that offshore or BPO (Business Process Outsourcing) support is inherently inferior. Jordan passionately debunked this notion:

“If you train them right, you set them up with the right tools, you’re constantly following up and making sure that they feel confident in their role, they will be amazing. Some of my best customer service responses came from these BPO agents and not from my internal agents.”

This perspective challenges businesses to reconsider their approach to outsourcing, focusing on quality training and integration rather than geography.

Surprise and delight vs consistency

While “surprise and delight” has become a buzzword in customer experience, Max from Tommy John offered a refreshing counterpoint:

“I don’t think you need to constantly be doing that. I think more so it is important to be consistent with your support… customers really like that kind of predictability and they remember if a brand is not consistent with their support.”

This insight shifts the focus from grand gestures to reliable, consistent service. A strategy that may be more sustainable and impactful in the long run.

The balancing act of fraud prevention

Both brands highlighted the growing challenge of fraud, particularly “friendly fraud” where customers claim they didn’t receive items or make unauthorized returns. Max shared their approach:

“What we’ve developed is… guidelines to kind of identify these sort of fraudsters. And you know, basically, for example, for delivery fraud, for claiming you didn’t receive an order, you know, we have them considering things such as like, is the customer demanding a refund instead of a replacement?”

This strategy demonstrates how brands can protect themselves while still maintaining a customer-first approach.

The customer isn’t always right, but they should always be heard

Perhaps the most profound insight came from Jordan, who reframed the age-old adage, “the customer is always right”:

“The customer is not always right, but making sure that the customer is always heard is the right thing to do. So you don’t always have to tell them yes. And you don’t always have to do what they want you to do. But if you make them feel heard, then that sometimes will solve all of the issues.”

This perspective offers a nuanced approach to customer service, balancing empathy with practicality.

Your new competitive edge

The conversation with True Classic and Tommy John reveals that excellence in customer experience isn’t about flashy technology or extravagant gestures. It’s about getting the basics right, communication, consistency, and genuine care for the customer’s needs.

By challenging assumptions about what customers want and how to deliver it, these brands are setting new standards in an industry often overlooked for innovation. Their strategies offer valuable lessons for any business looking to elevate their customer experience, proving that sometimes, the most powerful changes come from rethinking the simplest interactions.

As you consider your own customer experience strategy, ask yourself: Are you truly listening to your customers? Are you challenging your assumptions about what they need? The answers might just lead you to your next breakthrough.

Want to listen to the full podcast? YouTube – Spotify – Apple

Larry Thoma

CX Specialist