Summit Bicycles tunes up customer experience to pump up loyalty and drive differentiation


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#999 in the Project was submitted via e-mail by Bob Thompson, CEO of CustomerThink:

summit bicycles burlingameSummit Bicycles

“I just visited Summit bicycles in Burlingame and chatted with “Chris” who has been there many years now.

Chris is a good story all by himself. He started as a bicycle mechanic and learned the business from the ground up. Now he spends most of his time out on the floor helping customers. And he’s great. Very knowledgeable about bikes and approachable.

I confirmed they still give that free tune-up with all new bikes. If this service is purchased separately, it would cost $90.

And it’s not just one tune-up a year. Bring your bike in as much as you like, there’s no limit!

How do they justify all this free labor? It keeps customers coming back, and provides some differentiation from Internet sellers competing only on price. Also, some tune-up customers end up buying parts if needed for repairs (the tune-up includes just service), or other accessories.

I bought my current bike a few years ago and it’s still in good shape thanks to Summit’s service. Every year in the spring I dust off the cobwebs and take it in for a tune-up. And usually end up buying a few other things too.

Next time I’m in the market for a new bike, I’ll buy it at Summit because they do more than just sell the bike. The free tune-up has both a real value ($90 x several years) to me, and is good business for Summit, too.”

Today’s Lagniappe (a little something thrown in for good measure) – Here’s a classic from Freddy and the gang:

How do you stand out in the sea of sameness and ride the extra mile to keep your customers happy like Summit? How do you win repeat customers and influence word of mouth? Are you Giving Little Unexpected Extras?

What’s Your GLUE? What’s Your Purple Goldfish?

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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