Customer Delight with social media interaction from Ideations

Customer Delight: How A Swedish Design Company Got it Right

If your business is implementing digital marketing strategies, chances are, you’ve already tapped into the power of social media to create connections with your customers.

Some companies are naturals when it comes to online engagement, but as an American living in Sweden, one thing I have noticed is that very few Nordic businesses understand customer reciprocity let alone engage easily with their customers online.

Not so for jewelry and design company, Syster P.

Case in point? Me.


I was scrolling through Instagram one day and found myself staring at this:

NOTE: Because I advocate businesses leaving authentic comments on their social media platforms when interacting with their customers, I decided to go with my first response to this image, too.


My Response: “Whoa!”


Now, I realize that not every business would know exactly how to respond to a comment like this, and truthfully, if I were to audit your Instagram stream to see where you could increase user engagement, I would actually recommend just letting this comment rest along with other user comments expressing similar sentiments.

However, I was so affected by the image, that I found myself morphing into my 13-year-old self (the one who used to kiss her Nick Lowe poster every night before bed, during my Duran Duran phase — #DontAsk), and following up with this comment.


My Follow Up Comment: “Any chance you’d sell one of these posters?” 😉 #VikingLove




While wondering where I’d put a poster if they even had one, I saw this response from SysterP come in.


Syster P’s Response: “Send us your address and we will at least send you the post card.” 😉



Pure, toe-curling, smile-producing get up and do the happy dance, delight coursed through me.


“Despite all the banner ads, mobile-optimized emails and programmatic advertising, talking to customers over social media and via comments is one of the best tactics to get fans excited …” Clint Demeritt

In the case of my interaction with Syster P, “excited” was exactly how I was feeling. I quickly sent an email and then told myself it was time to get over my crush and get back to work.

A few days later, I found a notification from the post office that I had a package to pick up. As I walked the two blocks from the post office to my apartment, I wondered what could be inside.

Seeing the return address indicating it was from SysterP, I wondered why they had used a box to send a postcard as they had promised.

Opening it, I couldn’t believe what I saw.

Inside the box was a framed picture of the Viking who had been the cause of my post-adolescent crush as well as a catalog and a hand-written note!

I absolutely could not wrap my brain around what I was seeing nor could I equate it with any Swedish customer experience I had ever had.


What SysterP had done was to tap into what is known as “reciprocity”.

Kissmetrics describes in detail about reciprocity and other aspects of customer delight here …

but the bottom line when it comes to utilizing reciprocity is what Gregory Ciotti, mentions, “… small surprises that feel like they were ‘just for you’ can spawn some incredibly strong goodwill from the receiver.”

In the case of SysterP, the goodwill they triggered caused me to create a series of social media shares that created increased brand awareness and a lasting sense of brand loyalty that I don’t see leaving anytime soon.

In fact, when I’m in a store and I see a Syster P display, I take a moment to share this story with the person behind the counter.

People are amazed this was my experience with a Swedish business and they, too, start to realize there are new ways to create connections with customers that they can easily duplicate.

The Take Away


When customers leave comments on your social media platforms it’s a signal they’re open to hearing from you.

Think of it as opening up a two-way communication channel.

This is a prime opportunity to create connections that can have significant payoffs for your business.


By implementing social reciprocity strategies you can create relatively simple and cost-effective ways to increase customer loyalty and create customer relationships online.

Picture Perfect

I’ve just read an article from Andrew McDermott with who says that now more than ever, people are judging you on the quality of your content and the photos attached to them.

In fact, McDermott says there are five things customers evaluate – automatically – when they come across one of your photos. Are you curious to know what they are and how you stack up?

1. Ingroup/outgroup.
Simply put, customers ask themselves the question, “Are you like me?” If the answer is
yes, the conversation continues.

2. Social class.
Sadly, classism is viewed by many as the last acceptable prejudice
in the world today. Customers use this to vet/validate the social standing of
those they associate with.

3. Ethos and values.
Every group has its own culture, its own set of values and norms.
Customers expect your Ethos and values to align with theirs and the ethos and
values of the group to earn their business.

4. Trustworthiness. “Will you hurt me?” Customers want to know they’re safe with you. They’re looking to decrease risk, pain, and suffering.

5. Social status.
Businesses with high social status and high social capital command a considerable amount of respect and prestige. As people, we’re drawn to those around us who are exceptional in some way.

So, when it comes to you, your business, and the photos you’re using to represent yourself is what you’re doing hitting or missing the mark? I wish I could say that all you need to
worry about is quality but as Andrew points out, there is a ton of backstory to
be applied to the selection of photos you post.

Watch Those Hands!

So here’s a tricky one. See the fingers this woman is holding up? As an American, this is the nonverbal way to say, “peace”.

In England, it’s the “V for Victory” if the palm is facing outward but something considered very rude if the hand is turned the other way.

Which, if you’re creating content for a global audience (something you should be doing) means when you use stock photos you need to be especially careful to not send the wrong signal.

In fact, quickly Googling “hand signs around the world”, I found that there are so many ways you can get yourself into trouble that you need to seriously be careful when you select your stock photos!

Don’t believe me?

Read this article and then tell me what this photo means to people from Latin America.