Timberland customer care & operations - I approve!

Buying a brand is buying quality - that's especially true for outdoor equipment.

With this belief, I purchased a pair of Timberland hiking boots that said "Waterproof" on a piece of official-looking metal attached to them. I then ended up with wet feet during an 8-day trek in Patagonia where it often rains - that sucked.

With my toes literally swimming in water within the boots, after a soppy wet day of a 19km hike, I was not a happy camper. However, my perception of Timberland took an 180 degree turn for the better.

Having bought the boots in southern Chile in a Bata store, having used them extensively and been disappointed and upset by them, I ran into a Timberland brand store 2,500km away from where I bought them, still in Chile. I went and complained about my disappointment in these supposedly "waterproof" boots, and I was offered the chance to exchange them for a brand new pair that is indeed waterproof, paying only the small price difference between the two pairs.

This is operationally remarkable:

Different stores (Bata vs Timberland)

I bought them in Bata, which is a popular international brand that happens to carry the Timberland boots. However, I was able to exchange them in a Timberland own brand store. Given the receipts I got from the Timberland store says "Bata" on it, I suspect the two are operated by the same company. However, as a western audience, can you imagine buying something in Gap and then returning in Banana Republic (same mother company)?

Different cities and provinces

I don't know how it's like in the US, but in Canada, returns and exchanges wouldn't be possible cross provincial borders. Yet, in this case, it was not a problem.

After the 14-day exchange period without the paper receipt

It was at least 3 weeks after the original purchase date, while the receipt stated a 14-day exchange period. I also didn't keep the paper receipt (trying to be light while travelling), but I had a photo of it on my phone. This I was able to email to them to enable the processing. Again, can you imagine this to happen in a western country? 

"Waterproof" ≠ "Gore-Tex"

Finally, for everyone's learning, apparently, if it only says "waterproof", it's not waterproof. Only if it says "Gore-Tex", then it's actually waterprof.

I went into the Timberland store only to vent my frustration. I was positively flabbergasted when they offered to exchange for a new pair. Not only is the customer care commendable, but operationally that this could happen is something I would never have expected. They basically went against all the rules I know that would make this infeasible in western countries. Yet, the teens that worked at the Timberland store were willing enough to find ways to help me, a foreigner with broken Spanish, so I would have this outstanding experience and be happy with the decently expensive pair of hiking boots. How they keep the books straight on this transaction is beyond me, 'cause surely they are running Bata and Timberland as two separate business entities. 

The result: Timberland now has a new loyal customer. This is an outstanding example of great customer care made possible by some well-integrated and smooth operations.

My Jealous Supermarket II

Last week I wrote the Figure It Out article that was published to the Capgemini Consulting UK Operational Research team blog, My Jealous Supermarket.

I encourage to click through and read the article. To summarise, my supermarket is targeting me with discount coupons in order to maintain my loyalty which it mistakenly thinks it is losing because I am a travelling consultant and have shopped very little lately.

Anyhow, after returning from a week in the north of England followed by a weekend in Florence followed by another week in the north, it was immensely satisfying to see the "Spend £30, get £3 off" coupon roll off the receipt printer when I purchased ingredients for my meal this evening after making no purchases for two weeks. They DO care!

I wonder how this initiative is going for them? Are they successfully winning people back? Any proper initiative would have a benefits tracking element following implementation, but comparing before and after and asserting causality is always difficult. Consider myself. One day I will wrap up my project in the north and spend some time in London again. I will return to my supermarket and purchase lots of food. Success! After months of giving me coupons, they will have finally won back my favour and loyalty. Or not...