I had a piece of office equipment go down the other day, something that I use frequently, and really can't be without. I got on the internet and looked for a new one, since the piece I used was six or seven years old and wouldn't be worth fixing. If I took it to be fixed I would have to wait at least a week, and I would be stark raving mad by then.
I found what I was looking for in about forty five minutes, and placed an order for expedited shipment, paying an additional $35
bucks. Now, expedited shipment means different things to different folks in the shipping business. To some it means overnight, and to others it means as fast as they can do it. (Which sometimes is not very fast at all.)
More than once this type of expedited shipping has had me put a company on my NEVER BUY ANYTHING FROM THIS COMPANY list, which is growing in size.I won't name names today, but I'll save that for a Top Ten List down the road.
This morning when I opened my email I had a note from the company I ordered from apprising me that my package is out for delivery today, and they gave me a tracking number so I could look it up online. I didn't need to do that, but I did it anyway, and my package should arrive around 3 PM this afternoon. That put a smile on my face, as I now can finish some work over the weekend, and not have to wait until next week. This earns the company a lot of good will in my book.
Another company that has locked in my business for life is Zappos.com, who is primarily in the shoe business, but has since branched out into other areas. I once ordered a pair of boots on Sunday afternoon around 5 PM, and received them at 10 AM the very next morning. I have placed about a half a dozen orders with them since, and I could swear I'm their only client.
You can contrast this kind of service with Macy's, and you don't have to wonder why people avoid going if they can, opting instead for Nordstroms, which was standing room only last weekend.
Customer Service matters. I paid more for a wide screen television I could have purchased at Costco because I wanted some questions answered, and everyone in that out of the way shop was helpful. And later, when I had a technical problem, someone walked me through exactly how to fix it. That's worth the extra money.
Years ago I was taught that the winning business equation was:
fair price, and good service. It is still a winner, and smart people know it.
Jim Whelan is The chairman of Board and owner of The James R Whelan Agency - The
Most Powerful Name in Advertising. Please sign up for his daily free
newsletter at thejamesrwhelanagency.com
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