For many of us, customer service is an important, if standard, part of business. But for entrepreneur Dino Cortopassi, it became the very 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.
Dino shared his insights through his book, Getting Ahead: A Family’s Journey from Italian Serfdom to American Success, and in my personal conversations with him. I hope you’ll find in them inspiration for your own work.
Build a Customer-First Culture with Personalized Communication
Dino’s company, Stanislaus, 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. It’s what 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.
So 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.
Don’t Just Take Calls—Make Them!
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?” The department became a powerful symbol of Stanislaus’ genuine concern for its customers.
Apply the Four Horsemen of Marketing
Dino’s success with Stanislaus is a prime example of the power of Richard Viguerie’s Four Horsemen of Marketing:
- 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: Delivering benefits beyond the product solidified the brand. Stanislaus’ service, communication, and consistent values created a brand customers could trust.
What Happens When Customers Trust You?
They advocate for you. They become your marketers, sharing their positive experiences with others. Here’s what they are looking for:
- 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.
