12.22.10 | posted by Joe Hice |
Quinlan’s views on The Brand Promise
A little over 20 years ago I bought a North Face rain slicker while on vacation in Seattle. Typical ad guy, I didn’t believe the press about how it rained a lot out there.
It cost $90. That seemed like a lot for a slicker, but they offered a lifetime warranty. And I was soaked.
I wore it 12 years before the seam tape finally lost its grip. I sent it to be repaired, which it was — excellently and with no sass.
Last fall, the ‘repair’ tape also finally lost its grip. I sent it back again, albeit skeptical as to whether it would be fixed.
Today, I received a FedEx Letter from The North Face. “Hmm, that’s certainly not my 20-year-old slicker…” I thought.
Instead, there was a nice letter saying how sorry they were that the could not repair my item — but that the lifetime warranty stood firm — and therefore please fine enclosed a $90 gift card good at any The North Face store or their website.
How awesome is that? And how long did it take me to promote their decision, and encourage everyone I know to consider their brand?
So, marketeers: Does your brand really — really — walk the talk?
Posted by Mike Quinlan
1 of Many
Passion Rules!
Joe Hice, APR, CPRC, MA, MBA Tampa, FL.
DELTA AIR LINES’ CUSTOMER SERVICE STINKS. SO MUCH FOR A BRAND PROMISE.
Here’s their response to what I consider a reasonable request. Just think of all the other travelers they upset . . . every stinking day of the year. Go Delta. You rock (NOT).
While we would like to offer special consideration in cases such as
yours, we are unable to honor the many similar requests that we receive
from others in equally deserving situations. We follow a consistent
policy to ensure that we are fair to everyone who travels with us.
Accordingly, we must respectfully decline your request.
Thank you for giving Delta the opportunity to serve your travel needs.
Joe,
I enjoy reading your blog on a regular basis. I’m impressed as well when a company stands by their promise and remembers that their success is built on their customer base. However, I’m curious if the $90 certificate will buy you an equivalent rain slicker. With inflation, I would expect the price has risen on the equivalent model. Maybe the manufacturing and material costs have dropped proportionally though. It would only seem fair to offer you the cost of the equivalent product, rather than only what you had paid.
Eban
That’s a good point about rising costs. I don’t know for sure, but I suspect the warranty is lifetime with a “clause” that states replacement will be made at the original cost. Still, pretty impressive that they responded. I suppose one could contest the $90 to see what happens.
Actually, the replacement is $99 and I’ll have to pay 7.75% NC sales tax. So I’m out $16.67. Amortized, I running about $4.60 a year AND I have a brand new coat!
http://www.thenorthface.com/catalog/sc-gear/mens-jackets-vests-filter-category-rainwear/mens-venture-jacket.html