What Tallow + Ash Gets Right About Customer Experience
Want a great example of a brand nailing CX? Look no further.
Tallow + Ash is a rocket ship of a brand, rethinking what laundry care looks and feels like. Born out of a desire to make effective, sustainable laundry products without compromise, they’ve built a loyal following through high-quality formulas, striking packaging, and a strong, purpose-led identity. They’re stocked in Liberty, they sell DTC via their website, and they’re gaining momentum fast.
Across multiple channels, your customer might discover you on TikTok, browse your site the next day, and contact customer support later that week. Customer experience needs to be consistent and considered at every touchpoint. That’s what keeps people coming back and recommending you to others.
Last week, Founder Ciara McGurk shared a product update video on LinkedIn — and it’s brilliant. For so many reasons.
Here’s why it stood out:
1) It showed the brand actively listening and responding to feedback.
In the video, Ciara highlights a challenge customers have raised — the functionality of the bottle — and talks openly about how they’re working to improve it. That kind of transparency builds trust. Customers want to know they’re being heard.
How can you do this in your business?
Actively gather feedback across the customer journey: post-purchase reviews, on-site NPS surveys, email responses, and Customer Service conversations. Your team speak to your customers daily, so use what they’re hearing to spot patterns and pain points. Then show your customers you’re acting on what they’ve told you.
2) It used the existing customer base as a sounding board.
This wasn’t just a ‘we’ve changed something, here it is’ moment. It was about inclusion. Ciara invited her audience to have a say, to vote on bottle design preferences, and to feel involved in shaping the product. That’s the kind of rapport that turns customers into long-term brand fans.
3) It put a human face to the brand.
So many DTC brands feel faceless; it’s all product, no personality. But here we had the founder, speaking directly to her audience, sharing the thinking behind the updates and walking through the product development in real-time. It was relatable, honest, and warm. That’s what builds affinity. That’s what drives retention.
To me, this is a slam dunk. A real-world example of customer experience done right, across product, communication, and brand behaviour.
Because when you prioritise customer experience, you’re not just making things easier for your customers, you’re building stronger relationships. And when acquisition costs are rising and loyalty is harder to win, that’s where the real value lies.
Nail CX and you’ll nail retention. That means more repeat purchases, higher AOV, stronger CLTV, and better long-term growth.
Brands take note.
P.S. Number one gets my vote 🙋🏼♀️