Doing your customers a favor

August 25th, 2010

A few weeks ago I was heading out of the house with our five month old daughter, Elise. I wanted to take her out in her carrier rather than the stroller as I was running errands around town and it’s easier to get in and out of Brooklyn stores without a giant stroller in tow. I decided to see if Elise weighed enough now to sit in her carrier facing forward (there’s often a weight minimum for facing forward in many carriers), so I did a quick google search for “Cybex Carrier” only to find that the carrier we’ve been carrying our baby around in for the last five months had been recalled! Something to do with faulty buckles. Awesome!

I’m annoyed with Cybex for designing a faulty product, especially when it’s one that people are trusting to carry their baby around in—and let’s not forget Cybex had their share of recalls this year. However, I’m more annoyed with Giggle, the store where the carrier was purchased.

See, we didn’t just walk in and purchase the carrier one day with cash and leave no trace of the purchase—we registered for the item, so there’s a digital history of us receiving this carrier. Knowing that this item was purchased for us and knowing my email from initially registering at the store, why would Giggle not do their customers a favor and email them news about the recall? I wouldn’t blame Giggle for carrying the broken carrier, but I do blame them for not taking the extra step to send an email to customers who may have received this carrier. It would make me believe they truly have the best interest of their customers’ families in mind—specifically the babies for whom all their merchandise is intended. Trusting a brand would certainly encourage me to return to their store in the future.

Small actions can really make an impact on a brand—either negatively (in this case by ignoring this recall and not alerting customers) or positively (by letting your customers know about the hazard). Next time you’re equipped with the information to do your customers a favor, I’d suggest making the extra effort; when you do, you’ll find your customers will be more likely to return to you in the future.

This post is part of a month long blogging exercise inspired by Seth Godin.

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