Do what your marketing says you will
And here are some additional thoughts on this topic…
A few weeks ago I traded in my old iPod for the new Touch 3G. To keep it clean and like new, I bought a case for it from a company called Riot Outfitters. When I had a question about the case I decided to contact them using Twitter. After I found them on Twitter, I was pleasantly surprised by their Twitter profile which says:
“Made to protect and serve electronic devices. Each RIOT product is loaded with goodness and style. Backed by super responsive customer service”. (emphasis added).
Very cool. Here’s a company with some personality, a little attitude and (it seems) a commitment to great customer service. So I sent them a tweet. And I waited for their “super responsive” response. And I waited. And waited. And, well, you get the idea.
I never heard from them.
It was not a big deal, EXCEPT, they claim to have super responsive customer service. This was anything but. So I’ll remember it. Because they said one thing and they did something else. That is what stays in my memory. That is what taints their brand for me.
How many positive experiences do you think it will take to replace this negative image in my mind?