How to Keep Customers in Under 30 Minutes

My favorite pair(s) of shoes I've ever had are Sanuk Sidewalk surfers. Not only are they incredibly cool, they're extremely comfortable. I first found the shoes about a year ago. Scratch that, all Sanuk's are equipped with a label that reads "these are not shoes," the idea being that they wear like sandals. They do, in fact wear like sandals. I call them my "homeless person shoes." Of course because I loved my Sanuk's so much and because I'm a Gen Y I wanted to learn a little more about the company. I learned that "sanuk" is Thai for "fun." Appropriately Sanuk's tagline is "Smile...Pass it on!" From the website, it's evident the company has developed a strong culture around that idea. The site is very personal filled with staff photos, the company's story. It appears to be a place where the brand is alive rather than just a corporate message on the store shelves.

Yesterday when my second pair of Sanuk's started coming apart at the same place as my first pair I wasn't mad. I was a little sad because I love them so much. I'm generally not a complainer but I wanted Sanuk to know what was going on so they could make a better product. I sent them the below email

" I have two pairs of Sanuk Sidewalk Surfers a brown pair and a khaki pair that I absolutely love. These are the best sandals I’ve ever had. I LOVE THEM!

But the only thing is both pairs have break apart at the big toe. Not the cloth section but the rubber parts where the rubber goes around the front. It’s really weird. Anyways both pairs of them have done this and I just wanted you to know in case there is a problem that can be fixed.

Thanks!"

In less than 30 minutes I received the following response:

"Jeff,

This is caused by two things. First, the material is REALLY soft, so it will be comfortable on your feet; but it is also very easy to scuff and tear. Secondly, the “lip” of the shoe sticks out so far, thus it catches when you walk.

We are working on this, but it seems to be in a problem that will always be there. I will be happy to replace yours for free. Just send me a pic of your shoes, along with a suggested new one, size, color and model. Don’t forget to also include an address.

Smile… Pass it on…

John Gothard"

As you can see I didn't even have to ask for a new pair of shoes. They offered. For organizations wondering how to keep customers this is it. He answered my question about why the shoes were coming apart, said they are working on a solution and offered a free pair. It wasn't a canned response received weeks after the initial email. It was done in less than thirty minutes. They didn't make me haggle with them. They didn't ask me to send them the receipt. They didn't ask when I bought them.

In case you were wondering how to keep customers, create brand advocates and keep fans loving your brand, this is it.