Master Class in Customer Experience

How a white knight saved the loss of a customer…me.

I’d like to relay a true story about an experience I had with a company that I patronized for decades. It’s actually a well-known watch manufacturer. Chances are good that everyone has owned a watch made by this company at one time or another. I’ve been a big fan and have a small collection of their watches that I have always enjoyed, both for their style and reliability for daily wear.

So, what’s the story? Well, this company, joining the sustainability bandwagon of offering reused/repurposed items for resale, started up an incentive program whereby they would accept any used watch and offer a 20% discount toward the purchase of a new timepiece from their portfolio. Pretty clever - they get a continuous supply of inventory to be reconditioned and resold under their sustainability banner. I get to choose something new at an attractive price, replacing a watch I fell out of love with and no longer wanted. Give someone else a chance to own it - reduce/reuse/recycle - everybody wins!

Turns out the program, in a rushed go-to-market execution, had more than a few bugs. I dutifully sent in my old watch, receiving regular updates on its transit, arrival, inspection, acceptance, and eligibility for the discount coupon. How efficient, except when I received the coupon…uh oh, it was only for selected watches from their catalog.

Well that certainly took the fun out of the entire project, as I had my eye on a new watch that - guess what - was not part of the promotion. I didn’t want another one, I wanted this particular one. It wasn’t overly expensive, about middle of the pack, but it was unique, and I couldn’t find another one that interested me.

Time to reach out to Customer Service, I figured. I sent out a brief e-mail, explaining my situation. This triggered a series of responses, which turned into a classic “Who shot John” journey, being referred to this department and that one, people in different countries, on different continents, passing me around like a rag doll, assuring me of resolution.

Months went by and - of course - the offer expired, and the program was suspended. The company had my watch, and I had a coupon worth nothing. I took a time out and regrouped. I looked at my original e-mail acknowledging the receipt of my old watch. I reviewed the website describing the program. There was no mention of a limited discount. Stands to reason that 20% off should mean any watch, and their promotional materials did not list restrictions.

So, I pled my case once again, including some handy screen shots as evidence. I explained that I was a client for over 40 years and purchased many of their watches for myself and as gifts for others. Were they willing to lose a longstanding, loyal customer over an error they made in their program launch?

But then, a white knight appeared. My note apparently made its way to the head of Customer Service, and even better, someone of integrity and professionalism. The error in the program execution was admitted. There was no official means to make amends, but one was created. This person, intent on preserving the customer relationship and undoing the past experience, manually created two promo codes, no expiration dates, to purchase not one, but two watches, any the company made, on my timeframe, not theirs.

Was that remedy part of their policy? I doubt it. Did this person have the authority to make such a decision, on the spot, to both satisfy and save the loss of a loyal customer? With a few creative keystrokes - YES! Did I buy the watch? You’re damn right I did, and saved the other promo code for safekeeping. I also sent a personal note of thanks to my white knight. You know what? Relaying this story has put me in the shopping mood again. I think I’ll order that second watch today. Wow, I sure love this company!

Need advice on how to improve the customer experience in your business? Reach out for an initial consultation today.