Good Customer Service Lands Snoopy

by Cathy Miller on October 1, 2012

Even Snoopy casting shadows with the MetLife blimp over the 15th hole could not stop the Europeans from capturing the Ryder Cup in golf – again.

Snoopy – an American icon.

Have you heard the story of how MetLife scored one of the biggest coups ever –

Earning the right to use Snoopy and the Peanuts characters in their advertising?

The answer is simple – good customer service.

Not Branded About

Charles Schulz, the creator of Snoopy and the whole Peanuts gang, had a long run with his comic strip from 1950 to 2000.

The comic strip lives on in print’s version of re-runs.

Schulz carefully protected the rights to his Peanuts characters. So, how was it that MetLife landed Snoopy and the gang in 1985?

The story is that Schulz had a policy with MetLife and appreciated the good customer service.

That simple – good customer service.

Making it Personal

If you are a creative type, you understand how very personal the Peanuts characters were to Charles Schulz.

“If you read the strip, you would know me. Everything I am goes into the strip…” quote from Charles M. Schulz Museum

The brand for your business is like that.

  • Your brand represents you
  • It is your ticket to credibility
  • Your brand connects you to your customers

Snoopy was more than a cute drawing to Schulz. Your brand should be more than a catchy tagline.

Sometimes, the challenges of running our businesses makes service more complicated than it needs to be.

Let’s go back to the drawing board and sketch out the basics – like delivering good customer service.

Snoopy would tell you – success is really that simple.

Who is you favorite Peanuts character?


Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.


The photo shows a small sample of my Snoopy collection from MetLife from my days as an insurance consultant. How I miss adding to my stash.

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{ 14 comments… read them below or add one }

Martha Giffen October 1, 2012 at 8:40 am

What a great story and super reminder that customer service is so essential!! Joint venture partnerships can start anywhere. Fun to see they can begin in customer service.
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Cathy October 1, 2012 at 8:42 am

Thanks, Martha. I’ve always loved that story. And I always ♥ simple. 🙂

Thanks for stopping by, Martha.
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David Leonhardt October 1, 2012 at 8:48 am

That is the shortest story I ever read – but a very powerful lesson.
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Cathy October 1, 2012 at 8:51 am

LOL, David. 😀 You’re right – powerful. Short and sweet. 🙂
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Lisa Kanarek October 1, 2012 at 1:17 pm

I used to represent cartoonists who were asked to endorse companies. Very few said yes so Met Life should be happy they were allowed to use Snoopy. Charlie Brown is my favorite character because he never gave up.
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Cathy October 1, 2012 at 1:21 pm

Hi Lisa: I think MetLife is probably still doing the happy dance. 🙂

Yes, we can say that about Charlie Brown. No matter how many times Lucy pulled that football away, Charlie never gave up. 🙂 Thanks for sharing your thoughts, Lisa.
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Lynn Brown October 1, 2012 at 2:39 pm

Cathy: I never knew the story behind Snoopy & Met Life! It’s so simple, yet so profound…right? The story is the BEST example of how absolutely essential great customer service is…how if profoundly affects the success or failure of a business. That story also reminds us that simplicity is perfection…keep things simple & that’s where authenticity and value can be found. Thanks for sharing!


Anne Wayman October 1, 2012 at 3:20 pm

Great story. I think I like the Pigpen best… is that his name? The one who is always getting dirty.

Good customer service wins every time EXCEPT there is less and less competition these days… I mean my choices for high speed internet are only Cox or ATT – it’s a mess.
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Cathy October 1, 2012 at 4:35 pm

Thank you for the nice words, Lynn. I am all about simple! I love the idea that simplicity is perfection. 🙂
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Cathy October 1, 2012 at 4:38 pm

Hi Anne: Pigpen it is – he was a rolling cloud of dirt. 🙂

I agree, more choices is where it’s at. The nice thing of social media is the resurrection of the small guy. Of course, we may all go broke from health care expenses, but I miss the days of Mom & Pop shops – like the bookstores. Ah, dating myself. 🙂
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Lori October 2, 2012 at 1:09 pm

I’m a Linus fan – the quiet little guy who surprises you with his wisdom.

Nice story, Cathy. And a great example of why we need to pay attention to pleasing the clients.
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Cathy October 2, 2012 at 2:14 pm

Linus is cool. I gotta tell you, that telling of the Christmas story by Linus gets me every time.

I’m hard-pressed to pick a favorite, although the two I drew the most were Linus (with his blanket and one in the Pumpkin Patch) and Snoopy. I still have the drawing I did of Linus in the Pumpkin Patch and I put it up at Halloween. 🙂

Ah, memories ♫ 😉
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Sharon Hurley Hall October 8, 2012 at 1:16 pm

Great story – and I’m a Linus fan, too!
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Cathy October 8, 2012 at 2:58 pm

I’m searching for my Linus in the Pumpkin Patch I drew a looong time ago. Soon as I find where the heck I packed him, I’ll take a photo and share. 🙂
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