When I was thinking about companies to highlight in this customer experience blog series -- companies that changed the landscape of their industries -- for some reason Jimmy John’s came to mind. And then I was suddenly hungry for my favorite sub, the #5 Vito (with hot peppers).
The competition in the sub sandwich industry is fierce.
When you think about a sub sandwich shop, what names come to mind?
- Subway
- Quiznos
- Jersey Mike’s Subs
- Potbelly Sandwich Shop
- McAlister’s Deli
- Firehouse Subs
- Cousins Subs
- Jason’s Deli
- Blimpie
- Schlotzsky’s Deli
When Jimmy John’s got into the game, they realized they couldn’t be like every other sub shop. They had to do something different.
Here’s a question … When I say “Jimmy John’s,” you might become hungry for your favorite sub, but what other thoughts come to mind?
If you’re like most people, you’ll think, “Freaky Fast!” or maybe “Freaky Fast Delivery!”
Jimmy John’s Changed the Game with Quality and Control
This article is one of the 7, in a series that examines different companies that have shaped the consumer experience, ultimately impacting the title and escrow industry. As I mentioned in the first post in this series, customer experience can be broken down into 3 main things that I call the QCCs:
- Quality product or service
- Customer care
- Customer control
If you want to learn more about the QCCs, you can check out our first blog in this series, “How the Domino’s Pizza Tracker Changed Consumer Expectations.”
As we’ve mentioned before in this series, all the companies we look at have mastered the first QCC, quality, so we won’t spend much time talking about that. What Jimmy John’s has really emphasized is both quality and control.
Quality because they are predictable and consistent. No matter what Jimmy John’s shop you go to anywhere in the country, you know that the #5 with hot peppers tastes the same.
Control because Jimmy John’s allows you to choose whether you want to go to the sub shop or have them deliver the sub to you. When they said Freaky Fast Delivery, they changed the conversation from what everyone else was talking about.
Everyone else in the sub industry had a slogan or promise:
- Subway -- “Eat Fresh”; they focused on a spokesperson, Jared, losing weight
- Jersey Mike’s -- Fresh deli sliced meat for “a sub above”
- Quiznos -- Hot and Toasty
- Blimpie -- “Bigger, Better, Blimpie” and “America’s sub shop”
And then there was Jimmy John's: FREAKY FAST!
Providing a Quality Product
Jimmy John’s is meticulous about baking fresh bread every morning. When you look behind the counter you see jars of ingredients so you know exactly what’s going onto your sandwich. They slice meat throughout the day and lay them on parchment so it's fresh and ready to go when you order your sub. They do this so they can assemble your sub quickly -- they truly are freaky fast.
Jimmy John’s brand promise is freaky fast. If it's not fast, it's not quality. Quality is nothing without speed and Jimmy John’s has mastered that by offering fresh, tasty subs in a quick manner. Everything they do is with speed and taste in mind.
Offering the Customer Control
Jimmy John’s promises freaky fast service, not just for the speed of creating your sandwich but also for a fast delivery. While everyone else was advertising hot and toasty subs or fresh and healthy ingredients, Jimmy John’s went a different way -- with a very simple promise: freaky fast. They said if you want to order a sub online, we will deliver it to you quickly. They changed the conversation in the sub sandwich industry.
Reading this right now, you’re probably getting hungry.
Luckily, you can just go to the Jimmy John’s website or app on your phone and easily order your favorite #4 Turkey Tom, chips, and a cookie and have them deliver it to you in just a few minutes. Jimmy John’s gives you control: you can decide if you want to pick up a sub from the shop or have Jimmy John’s deliver to you.
If you’re a closer in the title and escrow industry, you’re probably swamped with files at work, so I’d recommend you order online and have Jimmy John’s deliver your lunch. With how busy the title and escrow industry is right now, I know how valuable your time is, and Jimmy John’s gives you control so you can enjoy a delicious sub without having to take time away from your work.
What Does this Mean for Your Title Company?
You have to change the game. You can’t be like every other title company around. When Jimmy John’s said freaky fast, they changed the conversation in their industry, highlighting something they did really well, something they could win at.
What can your title company win at?
Are you consistent and do your customers feel like they have control? Do your customers understand what is happening during the closing process and do they feel like they can ask you questions?
In the way that the Jimmy John’s app allows customers to choose exactly what ingredients they want on their sub, do your customers feel like they have made the best choice by choosing your title company?
Do your realtors and consumers know why you’re the best title company for them? Do they know what makes your title company stand out from the rest? If they don’t, there’s no way they will refer you to others.
Proactive Communication with CloseSimple Email Automation and Text Message Reminders
CloseSimple allows you to differentiate yourself, to communicate in a proactive way, and to expose your brand multiple times during the closing process with customizable email and text message updates that can include your brand logo, colors, etc.
CloseSimple allows you to visually communicate the closing process. This is important because “our brains can process visuals up to 60,000 times faster than text.”
Visual updates help make CloseSimple the best title software. And CloseSimple can easily integrate with your current title production software.
Want to see how CloseSimple can help your title company differentiate yourself from the competition with branded emails and text messages during the title process, proactive communication, and customized recipients? Check out our 5 most used templates and imagine how cool your title company logo and brand colors would look in these templates.
Read the full eBook
How 7 non-real estate brands have impacted your customer's expectations on the closing process and what Title & Escrow companies can do to get ahead of the competition by creating a remarkable customer experience.
