Turning Customer Service into a Brand: How Dino Cortopassi Made Stanislaus a Powerhouse
For many of us, customer service is essential, yet often considered a standard part of business. But for Dino Cortopassi, it became the cornerstone of his brand’s success.
What started as a simple approach to customer interaction grew into something extraordinary: a chance to turn regular customers into loyal, raving fans.
In today’s post, we’re diving into how Dino applied “Viguerie’s Four Horsemen of Marketing” to propel his business to new heights. This story illustrates how authenticity and trust became the foundation of his powerhouse brand.
Through excerpts from Dino’s book, Getting Ahead: A Family’s Journey from Italian Serfdom to American Success, and my personal conversations with him, I hope you’ll find insights to inspire your own work.
Building a Customer-First Culture
Dino shared that the personal bond of a Stanislaus customer relationship begins with personalized, genuine communication. They answer their 800-number with a real person during business hours—always. Whether it’s a junior employee or a department head, every call is answered by someone live. Dino knew that making customers feel heard was invaluable, and it set Stanislaus apart in a world filled with automated systems.
Their approach? Every complaint or issue, no matter how minor, is treated as an opportunity, not a nuisance. Instead of defaulting to “It’s not our fault,” Stanislaus staff say, “Thank you for letting us know. We always strive for perfection.” This simple phrase keeps customers close, shows they are valued, and sets the tone for a lasting relationship. Every team member is trained to see complaints as a unique chance to gain a customer for life.
The “We Care” Department
Years back, while doing a survey for a marketing campaign, Stanislaus discovered how much customers appreciated receiving a personal call. This feedback led to the formation of the “We Care” department, where each customer is called at least once a year simply to check in: “How’s business?” This department became a powerful symbol of Stanislaus’ genuine concern for its customers.
Applying the Four Horsemen of Marketing
Dino’s success with Stanislaus is a prime example of Richard Viguerie’s Four Horsemen of Marketing: Positioning, Differentiation, Benefit, and Brand.
- Position: Dino firmly established Stanislaus as “The Real Italian Tomato Company with the Polish Name.” He knew his market and created a clear, memorable place in his customers’ minds.
- Differentiation: Dino stood out with La Trattoria newsletter, Christmas gifts, presence at the Pizza Expo, and his brand’s engaging ads. Each touchpoint was unique, strengthening his connection with customers.
- Benefit: Dino’s USP was simple—quality. But it wasn’t just his product that made Stanislaus the best; it was his commitment to exceptional service and communication.
- Brand: The final piece, brand, was solidified by delivering benefits beyond the product. Stanislaus’ service, communication, and consistent values created a brand customers could trust.
Lessons for Your Brand
When customers trust you, they advocate for you. They become your marketers, sharing their positive experiences with others. Here’s how you can apply these principles:
- Authenticity: Ensure your communication is genuine. People connect with real, caring brands.
- Consistency: Like Stanislaus’ commitment to answering every call personally, stick to practices that make your audience feel valued.
- Customer-Centric Mindset: Treat every interaction as a chance to strengthen your brand.
Imagine a world where your customers love not only your mission but also you and your team. When that happens, you’ve created the kind of brand that’s worth talking about.
