Since 1973, Men’s Wearhouse founder George Zimmer has been building a brand, traveling around the country to talk about leadership, management style and internal culture, and telling customers and potential ones, “You’re going to like the way you look, I guarantee it.”
When Zimmer was abruptly let go from the company, with little recognition by Men’s Wearhouse for his efforts or years of service, and none to date on its Facebook or Twitter properties, social customers did not like the way that looked. Hundreds began commenting and complaining under Men’s Wearhouse’s most recent Facebook marketing post, a style tip featuring a slim fit suit and plaid tie and matching pocket silk:
Style tip: You should always wear your loyalty on your sleeve. Don’t fire the one man who’s driven customers into your company for years.
Zimmer was the face and voice of men’s wearhouse. He was the guy that made this guy want to buy a suit from your store! Bad move. This customer will never shop there again!!!
The one reason my sons and I shop there is because of Zimmer. Guess it’s time to look for a new place.
Dear Men’s Warehouse: You’re not gonna like the way these comments look.
The upset customer comments go on and on, and so far, the brand which has posted marketing messages almost every day and responded to customer comments, has gone silent.
A Failure or an Opportunity?
Men’s Wearhouse is in a social customer situation right now that no brand ever wants to face: hundreds of upset customers very publicly commenting and complaining and saying they are ready to take their business elsewhere. The failure would be to continue not to respond; the opportunity would be to let these social customers know that the brand is listening and understands.
Social customers are fueled by the emotion of a situation as its happening, the posts of other customers, and also by the response or lack thereof by the brand. When good things happen, brands should share the experience with customers, being as transparent and as human as possible; when bad things happen, the same applies.
MW has done a great job previously with social customer service on Facebook. Time to look sharp now, Men’s Wearhouse. Give your social customers the opportunity to like the way you look, in good times, and when weathering a storm.
