Many aspects of business are difficult — if not impossible — to control. Influencing, or even predicting, the multiplicity of factors that impact the success or failure of a business keeps many entrepreneurs up at night. Business owners struggle to reach new markets, develop sound supply chains and keep up with changing social and technological trends, many of which they have no control over. That’s why more and more savvy business owners are looking to optimize areas of the business that they do control. Customer service, for example, is one aspect of a business that can be controlled to a high degree. Unfortunately, many businesses overlook this critical area of opportunity; however, my recent experience with an online t-shirt retailer Dodge & Burn reinforced my belief in the power of customer service.
As an avid photographer and collector of camera equipment and paraphernalia, I happened upon a website selling photography-inspired graphic t-shirts. There were a range of colours and styles to choose from, each with a different camera model printed on the front. After perusing through the website and checking out the shipping options, I decided to purchase four shirts. Within minutes of checking out, I received a confirmation email of my purchase and a notice indicating shipping time. Excellent.
A few days later, I was the happy recipient of four t-shirts. After unpacking them, I washed them so they’d be ready to wear the next day. I decided to wear the black one first, but as I was putting it on, the shirt ripped. Disappointed, I showed my girlfriend and exclaimed, “I just bought this! And now look at it!”
A few days later, I was reading an article on the photography blog PetaPixel when I noticed an article about Dodge & Burn. A few other readers had left comments below the article so I decided to share my experience about my t-shirt ripping. To be fair, I also pointed out the excellent communication and fast shipping of the seller.
The day after posting my comment I received an email from the owner of Dodge & Burn, Ted Rybakowski:
I heard through the grapevine that one of your shirts ripped. We’ll be more than happy to send you a replacement (provided we have it in stock). Let me know which shirt was faulty and I’ll have a new one out to you ASAP.
I was blown away by Ted’s dedication to customer service. Ted was obviously aware of the press he was receiving on PetaPixel, and had read the comments section under the article. He could have easily overlooked my comment, chalking it up to a whiny customer. Instead he took it as an opportunity to service his customer and stand behind his product. I replied to Ted, by complimenting him on his service and thanking him for his offer. To that he replied:
Actually, I saw your comment on PetaPixel this morning and was sorry to read that your shirt tore before you even wore it. Part of the fun I have in running this business is that I get to run it exactly how I want to, and that includes making sure my customers are happy (it’s right there in the FAQ where we describe our customer satisfaction policy)! Your replacement shirt is going out in tomorrow morning’s post. Don’t hesitate to get back in touch for any reason.
Ted certainly made his point: I was one happy customer — happy enough to write an article about it and happy enough to share the experience with my friends and other photography enthusiasts.
When customers are treated fairly it stands out. Sadly, it stands out because so few businesses focus on it. If every business treated customers as fairly as Dodge & Burn did, I wouldn’t be writing this article. It would be par for the course.
The opportunity is clear: when others are ignoring their customers, focusing on customer service will increase all-important brand loyalty. Ted heard that his customer’s shirt had ripped its stitches; however, by standing behind his product, by setting things right, Ted will reap what he has sewn. His act of recompense has turned what would otherwise be a one-time sale, into a word-of-mouth bonanza. As a business owner, you can’t control everything, but you certainly can control your dedication to your customers.