PR 101 – Lesson 46 – Even the best-laid marketing plans can be sabotaged by those you least expect to do it
Jeff Cole | January 25, 2010
A couple of weeks ago, I saw what can happen when employees buy into a company’s overall marketing plan. I also saw what happens when a company representative ignores what a company should be doing. In the first case, I will recommend the company to my friends and to you. In the second, I will never talk about them, never endorse them, and if asked, will tell people what I think.
Case One – The Good Guys
The first case involves clothier Lands’ End. I buy a lot of my clothes from them. They are a Wisconsin-based company (albeit now owned by Sears.) I try to shop local whenever I can. But, that doesn’t mean I will forsake quality just because something is made in my home state. Lands’ End makes quality clothing.
(Note to FTC: I have not received any form of payment from Lands’ End. I doubt they even read my blog.)
At any rate, a few months ago I bought a pair of blue jeans from the Dodgeville, Wis. – based company. I wear jeans a lot. If I am working in the office all day, I wear jeans. When I am doing a repair project at home, or working outside, I wear jeans. I expect them to be comfortable and to last for a couple of years.
While the Lands’ jeans were comfortable, they started showing signs of wear with a few weeks. When a hole appeared where I sit, I went to return them to a local Lands’ End store. I had not saved the receipt.
The people in the store could have not been nicer. They looked at the jeans, checked the computer to find my account, and took the pants back no questions asked. The manager credited my credit card for the money I had spent.
What that manager did was ensure I will buy Lands’ End products for a long time. Among the other things it does, Lands’ End promises superior customer service. I am sure it is written into their business and marketing plans. More importantly, I am sure the expectation to provide that kind of service is communicated to the company’s employees.
That’s key to a company’s ethos. It isn’t enough to have a great marketing plan. Employees have to buy into it.
Now, for the other side
Both my children are getting married this year. My son and daughter are marrying wonderful people whom I really like
Since my wife and I parents of the bride in my daughter’s case, we are responsible for handling a lot of the arrangements. One of the key things we are doing is hiring a caterer. I suggested ordering 50 or so pizzas, but no one went for my idea.
Actually, my wife is handling most of the arrangements. She is smarter than I am and much better at this kind of thing.
So, she started contacting caterers. Milwaukee is a large city and we had a lot to choose from. One thing I should note is that my daughter is a vegetarian. When my wife contacted a number of caterers, she specified there had to be a vegetarian option. My wife also did her homework. She contacted friends and some food suppliers to ask which catering companies were best.
After narrowing the list down to two finalists. She emailed them both and asked for information. One responded quickly and provided all of the information requested. We were impressed. The other, frankly, took its time.
When the second caterer responded, they did not include a vegetarian option with their menu. Now, my wife is a very nice person. She patiently explained to the second caterer they did not provide the requested information. We got a nasty response that claimed the information was never requested. Wrong, we have the emails. My wife suggested they be more careful next time.
The reply my wife received read as follows: “THANK YOU FOR YOUR SUGGESTION.” Yes, it was in caps. That means the person was shouting.
I am not naming the caterer because it is not going to mean anything to most of you. And, I still want to give the company the benefit of the doubt. Maybe this person is not representative of the organization. I would not want to sully the entire company because of one idiot.
That being said, if anyone asks my wife or I what we think of this company, we are going to relate the above story. Would you want to hire them after hearing it?
The Moral
Now this caterer might have great business and marketing plans in place. Those plans might call for superior customer service. If they do, it doesn’t matter. Those plans are just so many meaningless words because one employee forgot their job to serve the client.
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As I move forward with my new company, I now take heart the lesson I see before me. So many times I have been on the set of other productions with crew mwmbers not really caring about how others perceived them or the company they were working for at the time. It was alway in direct correlation to how the production company treated them. If they respected and held the company in high reguard, then they had a sense of ownership. It showed.
Thanks for the reminder.
Noo! I’m using my iphone and I cant seem to be able to access the page right. I will be back to read this later when I get back from school. The topic seems like something I must read.
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The slow response to email struck a chord with me. I get inundated with emails on questions about our services…and I answer every one as quickly as possible; usually within an hour during work hours. I am amazed at how many people thank me for the quick response. This starts off a good relationship…and many times a sale.