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by Bradley Baker
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Let’s Talk Best Customer Service > J. Crew Shines Again

Let’s be honest. Good retail/e-tail service has never been a strong point overall for most retailers in this country. It’s like we revert to the English definition of customer service: “everything would be just right if we didn’t have all these damn customers!”. But I recently experienced customer service of the highest form. I was greatly surprised and feel the need to make sure others hear about it. After all, how you respond and sell yourself to the customer is part of what separate you from the competition. While not the example I’m going to bring up, Nordstrom built it’s entire franchise on that one feature.

But let me opine. Last week, while my wife and I were having morning coffee before the day really got started, I decided that I was going to write to J. Crew, and more specifically, it’s CEO Mickey Drexler and tell him that, while I loved the men’s clothing that they’re marketing, I had a example, albeit minor, of a change they need to make with their sport jackets. Last year (March ’11), I purchased a jacket from them and needed to the sleeve lengthened. J. Crew didn’t offer and I didn’t ask to have them do it. So I took the jacket to my local tailor who told me that there wasn’t any extra material so the alteration couldn’t be made. So I made due making sure to restrict my wearing of the jacket with shorts sleeve shirts so it wouldn’t be obvious the sleeve length was too short. To my surprise, less than 20 minutes later a reply from him stating they would look into the problem and get back to me. 2 hours later, another reply from Mickey came that moving forward, they would immediately make all jackets/suits with additional sleeve material to accommodate lengthening. Not only that, they offered to take my jacket back and provide me a larger size one that would be altered to fit my body. Incredible.

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by Bradley Baker
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Millard (Mickey) Drexler

Anyone catch the CNBC special about Millard “Mickey” Drexler, the man behind the renaissance at J.Crew? If you didn’t, you missed a one hour insight behind the man that brought J. Crew out of the dark ages to be one of the hottest fashion brands of the moment. In reality, this is the 3rd time the 67 year old Drexler has revived a brand in distress. His first was with Ann Taylor and the second was with The Gap. It was his stint at The Gap that brought him into mainstream notoriety as he introduced America to the world of khakis and white t-shirts. He has no equal and he is the Steve Jobs of the fashion industry.

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by Bradley Baker
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dieter_ram

Ok, I’ll come close to admitting that I’m an Apple fan boy. Before I bought my own Apple Mac Air (on which I’m writing this), I had already bought 3 Apple laptops for my 3 kids as graduation gifts from high school (“this is what we’ll get you so you’ll be all set for college”; I know, life isn’t fair). I asked them what brand they wanted each time one of them graduated, and each wanted an Apple laptop. Soon after we made the switch in our household from a windows based PC to an Apple MacBook and we never looked back. I can’t tell you how many times the damn PC became infected with viruses, which required someone from the outside to fix. And this happened time after time after time. With the Apple laptop, goodbye viruses. Plus, I recently asked my youngest daughter Madison who attends Fairfield University if any of students she knows who use windows based pc’s ever have problems. “All the time” was her response. Now imagine you’re a student working on a term paper and caput goes your PC at 11pm. Who you going to call? Forget it. You’re toast. In the 4 years that each of my kids used Apple MacBooks, not once did they have any technical issues. And you know who hard kids can be with laptops? Oy vey.

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by Bradley Baker
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Why i like to shop

Ok, I’ll admit it. I actually like to go shopping. Yes, I know. Most guys would rather get a root canal than schlep down to the mall and with the wife/girlfriend/kids and tirelessly go in and out of stores. Me, I love the whole experience! Why, because I’m captive of my own profession: Marketing. My mind is bombarded with sensory overload: the visual layouts of the store, the products and the packaging and the logos, the store person’s pitch, etc. In short. I love every aspect of marketing beginning with the most significant piece: the product. To me, what is central to whole experience is the product. Whether it’s a durable good or service. And what the definition of a product is depends on what their selling. For instance, for Nordstrom, spectacular customer service is their product. For any good you buy in the store, each manufacture is selling you their product.

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About us

brandCMO is a website created by Bradley W. Baker for the sole purpose of demonstrating marketing excellence.  If you wish to converse with Mr. Baker, please contact him through the information listed in Contact Us.

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