Customer retention

I've recently had to buy quite a few pairs of trousers in an attempt to revitalize my wardrobe in that area. For some strange reason it's a lot easier to casually pick up jackets, coats, and shirts rather than trousers and jeans. I've even bought shoes online in a vim. But trousers need consideration. Anyway, without getting into the whole debacle, I would like to highlight an issue related to marketing and customer retention...

As everyone who has passed Marketing 101 knows, traditional view holds that it's a lot cheaper (and more profitable) in the long run to retain customers rather than continuously attract new ones. That's why most companies in most businesses would do better to shed the transactional mode of business and focus on building relationships. Relationships are based on trust. And trust in business is created via successful deals. Now, in consumer business, at least, it's very easy to create long-term customer relationships by rectifying mistakes that you've made and compensating the customer very generously. If the customer's bad experience can be salvaged into a good one, you'll also be able to tap the viral marketing mechanism: the customer will undoubtedly tell his friends about the good service he got.

So, back to trousers. I bought a new pair of... uhmm... Swedish designer jeans from Beamhill and a pair of Pal Zileri trousers from Fere. Both had problems. The cloth of the jeans wore down and got a hole after two weeks of use and the trousers, after being initially adjusted, started to unravel from the back seem. Now, at this point the two different companies went two very different routes. That's why I will continue to be a customer of one company, but stear clear of the other.

First, the Pal Zileris... I took them back to the store and I was met by a shocked salesperson, who seemed genuinely apologetic after I told him about the somewhat awkward situation. Then we laughed and agreed that it's a good thing that men wear jackets to cover their rear. The salesperson then proceeded to ensure me that although the tailor had gone home for the day (to be fair, I was at the store at around 5.30 PM, and they were closing pretty soon), they would fix the trousers first thing in the morning and I would be able to pick them up pretty much as soon as the store opened. All of this on top of the fact that they kindly enough gave me a discount and threw in free alterations to the trousers in the first place, and even then they delivered within 24 hours since I was in somewhat of a hurry that week. Brilliant service.

Then on to the jeans. Amazingly enough the cloth itself wore out with the jeans. And in two weeks! That can't be possible! I take them back to the store and the salesperson takes them and my contact information and promises to be in touch the following morning as she is unable to make a decision on how to proceed by herself and has to consult her boss. Ok, fair enough... Then, the following day... No call. I get interested about the situation as those were the only pair of jeans that I had at the moment and swing by the store just before closing time. The same salesperson is there, this time telling me that yes, I'll get a new pair and that I can pick them up the following day (Day 3). Not any mention of apologies for not following up on the promised call, which then resulted in me making a pointless trip to the store. Well, come Day 3 I go to the store just before closing time and this time there is another salesperson, who I explain the situation to, and just as I'm finished the first salesperson comes along and it turns out that this new person is in fact the boss of the initial salesperson. And now it turns out that the jeans are still not at the store, but I can go fetch them from some obscure location elsewhere. Or I can wait and have them possibly fetch the jeans to this store tomorrow.

At this point I'm quite annoyed at the fact that I've made two pointless trips and still don't have my jeans. My annoyance might've become obvious after I told them that let's just schedule my pickup for next week, so that they would have seven whole days to be able to handle the simple transportation to the store. They insist that the jeans will be available the following day (Day 4). Ok, I'm somewhat skeptical, thank, and leave. Then after 30 minutes I get a phone call from the store saying that the jeans are there. Excellent! I didn't typo the phone number that I gave them. Up until now I was fairly convinced that there was a possibility that I wrote the wrong phone number. Anyway, what am I supposed to do about the situation now? The information is useless as I've already gone home and don't feel like making a fourth trip to the store.

Ultimately I ended up getting the new jeans, and I've been wearing them now for slightly over a week. Right now I'm fairly jumpy and I have this strange feeling that the jeans are slowly coming apart again. Let's hope that they won't, since I do not want to deal with this company again. Actually, if the jeans do come apart, I'm just going to take them back and leave them there. I don't really even care about the money as it was just slightly more than a day's pay, but let's just say that if they don't offer any tangible apology, I'm going to be slightly sad for them.

Let's just hope that the jeans will now last. And I'll never buy anything Swedish ever again, just to be safe...