A New Trend of Business Structures, BarkBox

Are you a dog person? Will you be more satisfied if a company, which has the customer service caring your dogs as much as you do? BarkBox, a delivery of 4 to 6 natural treats and super fun toys curated around a surprise theme each month, for you. But for dogs, it is like the joy of a million belly scratches. Let's watch a video of one of the loyal consumers of BarkBox and his families!
              

Just like what he said, BarkBox "paw-picks" all-natural treats and innovative toys to match a dog's unique needs, including allergies. The theme will be different every month. You can also update any special needs your dogs have by emails at any time. Sounds cool, right? It reminds me of the Chapter 9 of the Groundswell, the author said that in order to shorten the distance between our next successful innovation and us, we'd better muster up the humility to listen and tap into the skill to take what we've heard and make improvements. (P. 194) 

BarkBox uses Desk.com, which can help them to keep track of popular customer requests and use that data to make adjustments in its business. For example, if they start to see a lot of support requests asking for specific delivery times, they can use that information to change the timing of shipment-tracking emails so tracking links are always live when they arrive in customer inboxes. Connecting with groundswell can also transform our companies. Becoming so engaged with our customers means we'd better walk in step with their needs and wants. (P. 217) Here's a video about Desk.com:
             

BTW, with Desk.com, the BarkBox team can easily and instantly bring life to customer emails by using some phrases like “pooches gracias,” “apawlogies,” or “kind woofs.”  They also have a funny FAQ with all these interesting words, as it's shown below. In this way, it will be easier to use and reflect the BarkBox brand.

BarkBox's Instagram

Also, just like the impact of Twitter in Chapter 10, Instagram has the same power of groundswell. The new social technologies like Twitter and Instagram can support each of the five corporate objectives: listening, talking, energizing, supporting, and embracing. (P.195) BarkBox takes a good advantage of social media, and they recognize which social media platforms are best for their brand as well. Since their Instagram and YouTube official accounts are both filled with photos and videos of dogs, it makes sense that why BarkBox chose those two social platforms for their content. They take a good advantage of their own website and built a community for Pups.

BarkBox is a company based on trying to satisfy all the specific needs and wants of their consumers by listening and talking. This is definitely the trend of future business structures.