This is part of a series of articles about brands that are getting it right. Often we see plenty of examples of brands dropping the ball and failing to live up to their promise, but here’s a chance to highlight those who seem to have gotten it figured out. YMMV, of course, and sometimes these are just anecdotes about only one experience, but as I’ve noticed, when a company really embraces its Brand Promise, these experiences are usually quite common.
How about a little love on this Valentine’s Day?
I recently had new tires put on my car. I’ll glide quickly over the headache I went through trying to work with the national warehouse retailer I originally was going to go with and fast-forward to the excellent experience I had with Discount Tire.
Surely you’re aware of this brand as they’re well-known nationally for low prices, but you’d also be surprised how great their CX is.
I was able to order the tires I wanted (the team member who took my call was helpful in finding the right size and type I needed and coordinated a delivery of them from their warehouse across town) and have them delivered to the store well in advance of the appointment I made for installation. That appointment, by the way, was only about a week out from when I called.
The day I arrived for my appointment (the tires had actually arrived several days ahead of me), I was greeted and helped very quickly by a fellow named Justice, who walked out to my car and talked me through the tread I had remaining on all my tires and how they’d replace the two worse and do some rearranging of which tire would go where. Then we went back inside and he told me to take a seat, that the wait would probably be about an hour and fifteen minutes.
A couple minutes later, Justice called me back up to the counter to let me know that they actually had (and almost always had right there on hand in the store) two tires that were actually a better match for the two I’d be keeping on the car so it might be a better solution for me. In fact, he said, these tires were even less expensive than the ones I’d ordered. That’s all I needed to know, and I’d saved money. What’s more, as Justice and I had discussed, the two other tires I’d be keeping on the car would probably do me for several more months, and since they keep records of the work done on my car, when I go back later in the year, it’ll be a no-brainer to get two more of these very same tires then.
The work only took about 45 minutes, which may have signified a little padding (when they’d at first estimated an hour fifteen), but I was glad nonetheless to get out of there sooner than I’d expected and planned. I was sent off with a smile, and having spent less money and time with Discount Tire than I had figured I would, and definitely less hassle than with that warehouse retailer I’d originally meant to use.
Here’s the great thing, too…While the waiting area was pretty sparse and there weren’t a lot of things to entertain me (no TV, no magazines even), keep in mind, this is literally Discount Tire we’re talking about. Keeping with my admonition to make your Brand Promise the center of your CX work, this brand is spot-on. No frills, no special treatment or whatnot. But if you’re looking to save money (they found a more economical solution for me!), and time (which is money, after all), Discount Tire came through, and all in service of their Brand Promise. I recommend you check them out.
I’ve bought tires from discount tire for forty years. I liked working with the people over the years. Costumers service get to know the people by name. Work with and buy from. It was nice to have them know your name and talk to. I go into the stores now and it just doesn’t feel the same. I like to buy from people I know and trust. To me that’s important to me.