You know I’ve written about the connection between transparency and social media in the past. Invariably, when I mention transparency, someone asks about handling those situations that go wrong. And, my reply is always the same – even the best companies hit speed bumps. It’s how you deal with them that defines you to your customers. To give an example, let me share my all-time favorite customer service story.
One day I’m waiting for an appointment, thumbing through the latest issue of Oprah Magazine. As I scan Oprah’s must-have fashion items for Spring, I see a really cute straw tote with red patent leather trim. It’s made by Liz & Co. exclusively for J.C. Penney. Price $50.
Being a handbag collector (Mr. Bartender calls it a fetish)…I had to have it. So I started searching online without any luck. Next, I contacted JCPenny online and asked where I could find it. Their reply: only in stores.
(I know you can see where this is going.) And, you might be saying, “It’s a handbag, give it up.” But I was determined, so I dragged Mr. B to the mall to help me look for this bag. (He’s a saint.) At the store, we walked around for a long time and couldn’t find the bag anywhere. I spoke to a sales clerk, department manager and then the store manager. None of them knew about the bag, Oprah Magazine, or the ad.
I came home frustrated. Then I saw the news headline saying that JCPenney was reporting decreased sales for the quarter. Well, that did it. Here I am unable to spend my money at their store and they’re telling the world consumer spending is down. So I went on Hoovers, looked up the contact info for the exec’s of both JCPenney and Liz Claiborne and fired off a few of letters . . never expecting to hear a word (but I felt better).
About a week later on a Sunday night, my phone rings. You can imagine my surprise when the gentleman on the other end said, “I’m the president of JCPenney and I just read your letter.” I’m like, “you’ve got to be kidding.” So he tells me that he’s going to have someone “look into it.” I say thanks and hang up the phone figuring I’ll never hear another word.
Meanwhile, I get an email from someone at Liz Claiborne. They tell me they’re trying to find the bag at a store and will send me one (at no charge) as soon as they find it. I reply with thanks…again, not holding my breath.
Liz Claiborne’s offices send me a second note – they can’t find the bag at any store…so they’re having the factory in China make me one. At this point, I’m thinking Ashton Kutcher must have started a non-celebrity version of Punk’d because there is just no way…
About a week later, I get the red tote from Liz Claiborne. It’s just as nice as what was pictured in the magazine.
Couple days later, I get a second tote. This one was from JCPenney and it includes a matching red patent leather wallet. (Obviously, they understand that women with handbag obsessions like matching wallets.)
And, a couple days after that…I got (you guessed it) a third bag.
After laughing hysterically, I packaged up two of the totes (yep, I kept the matching wallet) and sent them back with a letter explaining that the tote was really beautiful but I didn’t need three of them. And, I received the nicest letter (PDF) from the Chairman of JCPenney.
The reason I enjoy telling this story is because here’s a fabulous example of recovering from a customer complaint. Every organization will have a bad day. It’s how companies deal with it that sets them apart.
While this story didn’t play out on Facebook or Twitter, it easily could have. Good customer service is more than just delivering things right the first time. It’s fixing them when something goes wrong. Done right, not only do you keep the customer…but you have them singing your praises. This little story about my red purse is one JCPenney and Liz Claiborne should be proud of.
How does this relate to transparency? Well, don’t let a fear of something going kablooey hold you back. When you make a mistake – admit it and fix it. Then, what do you have to worry about?
akaBruno says
Good story…but it also speaks to being proactive instead of passive as a customer. Without taking the time to let those in charge know of your dissatisfaction, nothing would have been done to rectify it.
Wally Bock says
It’s a wonderful story, right down to the three bags. Let me share another side of the larger issue.
I have a coaching client who is a manager in a retail store. Frequently the company she works for runs ads that mention specific products and special deals. Alas, no one gets word to the stores.
The result is that shoppers come in for the special deal they saw on TV. And the staff have no clue what they’re talking about. This has happened so often that they have developed a procedure for dealing with the situation when it happens at her store. And they have come up with a name for the phenomenon: “Stealth Specials.”:
ReviewSNAP says
That’s a great story and how it should always be handled by a company. You’re right even the best companies hit a speed bump from time to time, so don’t be afraid to admit it.
hr bartender says
Thanks for the comments. I totally agree that customers need to speak up as well. It’s important to give a business the chance to fix the issue.
Communication is key. In my situation, it was amazing that the bag was listed as one of Oprah’s favorite things…yet no one knew about it. We’ve all heard of the Oprah factor. You would have thought a mention from her would have been shouted from the rooftops.
Kevin W. Grossman says
It’s a noisy world and sometimes the shouts get lost in the void. Companies always need to make good by their mistakes and customers need to take a stand. I recently had an argument with a credit card company over an egregious credit card fee that never should have been charged to me. It’s a card I use for business and I told them if it wasn’t removed I would cancel the card.
It wasn’t removed, so I canceled the card. End of story. I didn’t talk smack online though. Hmmm…
I’ll have to share the handbag tips with my wife. She has a fetish too and ain’t afraid to call the companies out!
hr bartender says
I think Kevin brings up an excellent point about the use of social media. Every single time we have a bad meal or an unpleasant experience, that’s not necessarily justification to take the case online. We should be able to work out differences using other communication mediums as well.
Deborah Herman says
Since ol’ Deb H. can always be counted on to have a wacky story or two up her sleeve, I’ll share my (sorta kinda) similar experience.
Years ago (I swear), I was trying to collect all of the Pee Wee’s Playhouse figures that were being sold individually to go with the dollhouse replica of the playhouse from the show. I searched high & low and could not find “Chairry” (Yes, I said “Chairry” so stop laughing) anywhere and none of the local stores had a solution for me. Since this was before our office had external e-mail, I created a wanted poster with a picture of Chairry right smack dab in the center, found the distributor’s fax number and faxed it them them with a note on the cover letter. Next thing I know a few weeks later – who arrives in my mailbox? CHAIRRY! (hey, it’s the little things in life that make me happy) LOL
hr bartender says
Deb – thanks for the comment. It’s terrific to hear great customer service stories. We need to share them more often.
Marsha Keeffer says
This is an excellent example of how social media helps us connect all the dots. I agree with you that businesses should be given a chance to make it right. I’ll for sure consider shopping at JCP. Nice!
Lorne Pike says
I love this; great post, Sharlyn. I’m impressed with JC Penney and Liz Claibourne for turning a bad experience into a positive story that many will retell. I also love the fact that you spoke up when wronged, and then returned two of those three bags. Says as much about you as it does them. A+ to everyone; let’s hope the rest of us do as well when our test comes, whether we’re the consumer or the business!