We bought a chair at Sears this year for our anniversary. Alison is actually sitting in it right now writing these words. It’s a chaise lounge, you know the style, long and comfy with a single armrest. We’d never bought anything major there before, but while wandering through looking for something else, we saw the style of chair we wanted and placed the order. It was a custom piece so we booked a delivery time 6 weeks out (at no additional charge) and paid in full. Including an insurance plan, because the furniture in our house needs that kind of thing.
Six weeks later, the day had arrived and we were all set. A third party delivery company arrived and although less than happily, brought the chair up to our bedroom. The delivery men left the chair wrapped up and handed Alison a piece of paper.
Delivery person: “Please sign here Ms. Stratten and check off these boxes.”
Alison looked at the paper and there were some initialing to be done to guarantee we had the right chair. Only problem was, it was all wrapped up.
Alison: “I can’t sign this because I haven’t seen the chair. Can you please unwrap it or wait until I can.”
Delivery person: “You just need to sign it.”
Alison: “Please,”
So they unwrapped the chair. Alison signed the paper and they left. All was well in the world - until Scott came to see the chair and realized something was very wrong.
Scott: “Didn’t we order a right armrest? This chair has it on the left.”
We’d ordered the chair with a right armrest because Scott needs it on that side for his bad shoulder - a pretty important part of the whole “custom chair” decision. So Alison called Sears and spoke to the sales person we’d initially ordered from.
Salesperson: “That is a right side chair. That’s what you ordered.”
Alison: “But the arm is on the left side and when we bought it we clearly said we needed it on the right side. We even sat in the chair and showed you exactly what we needed.”
Salesperson: “That’s how chairs work. It’s right sided because when you look at it straight on, the arm is on the right side.”
Alison: “....”
It seemed to us one would judge a chair not by how it looks facing it, but how it is when actually sitting in it.
Salesperson: “Well, we can take back the chair and get you another one. Or you can keep that one and we will give you a 25% discount back on your Sears card.”
Alison: “We don’t have or want a Sears card. Please come and get the chair and we’ll order a new one.”
Salesperson: “Why don’t you keep the chair until the new one is ready, it will be six weeks. Just keep it as is and we’ll pick it up then”
Alison: “I don’t think you’ve met our children/dogs/cats/us. I can’t possibly promise to keep this chair brand new for six weeks. Please come and get the chair and order another one.”
Salesperson: “Ok, I will just need your credit card to charge you for the second chair.”
Alison: “You’re going to charge me again? What about this chair?”
Salesperson: “Yes, that’s our policy. We can credit you for the first chair after we charge for the second. It will take a few days.”
Alison: “No. Come and get this chair, give me a refund which only takes a minute and then order us a right sided arm chair. Not right when you look at it. Right when you sit in it.”
Salesperson: “Ok.”
And they did. Six weeks later, our second, new, right sided when you sit in it, chair arrived. So much for policy I guess. Or common sense it seams.
Sears has taught us many branding lessons. Delivery staff aren’t just labor: they are a part of the company’s brand. We understand you’re outsourcing delivery, but when our money went to Sears, our customer service is coming through Sears and the product says Sears on the box - it’s all Sears. Customers don’t see funnels - and all points of contact with your business are part of your brand. Don’t say “policy” and as an excuse for what you feel like doing at the time and then backpedal immediately when asked. Few things anger an already frustrated customer like the word “policy”. There is always something you can do, at the very least listen and be empathetic.
Don’t act as if you’ve been put out when a customer wants to make sure they’re getting what they paid for. Service is part of the job description in business - every job description. If your market is humans, you’re eventually going to need to speak to one of them. Branding doesn't end with the sale, its ends when the customer decides it’s over.