Monday, August 11, 2008

Something that doesn't suck.

A friend of mine asked me to speak at Interesting Vancouver yesterday. I was curious about what he thought I'd talk about, since I work in marketing and didn't think that Interesting was going to be about marketing. He suggested that I do a few minutes on "things that suck". I found this pretty amusing, but realized that most of the recent entries in my blog have been on things that really do suck. Or, more particularly, customer experiences that suck.

Now, there's a two-part reason for this. First, because customer experience is every bit as much a part of marketing as communications, promotion, visual identity, etc. And yet it tends to be the part to gets left out by marketing departments. The second reason is because these days I'm tending to self-censor my writing since I'm in the midst of a job hunt and, with a few exceptions, such as my Westin and Starbucks entries, don't want to shoot myself in the foot.
Today, to provide a little balance, I want to comment on an experience I just had that didn't suck.

On my recent west coast road trip, where I met with a bunch of Omnicom shops, I had a bit of an accident in Northern California, just south of Redding. A deer ran out in front of me on the I5 and I hit it going about 120. My 4Runner wasn't badly damaged, but it needed repair. The deer didn't fare quite as well.

Colleen and I debated whether we should take it in to a small independent shop or a big chain. In the end we decided to play it safe and took it into Craftsman Collision, part of a regional chain. I didn't have high hopes, thinking that this was an industry where a good experience would be pretty rare.

I was very wrong. Craftsman was great. When taking the truck in they were fast and efficient. They gave me a service loaner - a brand new Corolla without a big dorky sticker on the side. When they called me to let me know that my truck was ready to be picked up early I was worried, as I had taken the service car away for a few days and couldn't get it back right away. They said no problem, just come back Monday. When I picked up my truck the walked me through all the work they'd done, and were very encouraging to come back if there were any issues at all. The exterior of my car had been lightly washed, and the interior had been vacuumed. And, of course, the body work was very well done. Wow!

And whenever I talked to them on the phone they were super-friendly. Not just nice, but really very nice and positive. I actually liked them.

So, Craftsman Collision doesn't suck. In fact, as far as my customer experience with them goes, they get a 9.5 out of 10.

Why'd they lose that 0.5? Because I noticed that one of my fog lights wasn't correctly aligned this evening. I'm going to take it back over the next few days. And I'm happy to do so, because I expect that they'll be great again. So they may even get that 0.5 back.

p.s. Since I can't have a totally crazy positive entry, I will say that Speedy Auto Glass does suck. I won't go on about them, since it's just annoying, but they did a poor job on fixing a chip out of my window.

1 comment:

Anonymous said...

No craftsman definitely sucks ball