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Tuesday, January 15, 2013

“You’re Going to Like the Way You Look…”

Written by  Duane Bailey

 “I guarantee it.”

Sound familiar? If you’re like me, you’ve seen and heard Men’s Wearhouse founder George Zimmer close countless TV ads with this simple promise. It’s a promise that elevates customer satisfaction to the highest priority, allowing customers who are not completely happy with the fit, quality or fabric of any item to return their purchase within 90 days.

Many brands talk about their commitment to customer satisfaction. Others talk about how easy it is to make decisions you can feel good about when doing business with them. Few brands, however, actually deliver. Men's Wearhouse is one brand that does. What makes them unique is their ability to provide a flawless, solution-based customer experience.

I recently walked into a Men’s Wearhouse store with the intent of buying a single suit. I was greeted immediately and paired with Jenny, one of their style experts.  I told her what I was looking for – a suit with a more modern look – and she brought out several different suits for me to try on.  By the time I met with the tailor, I had decided to buy two suits.

As I was being fitted, Jenny brought over several pairs of shoes to try on. The styles and colors she selected were ones that would complement my new suits. She then walked me over to a table, where she had laid out the suits I had just purchased. Nested within the suits were several different shirt and tie combinations, along with belts to match the shoes.  I also left the store with two new pairs of shoes, along with the intent to purchase some of the remaining items in the near future.

While I had entered the store looking to buy a product (i.e., a suit), Jenny made the extra effort to ensure my satisfaction with the product by offering me a complete solution (i.e., a modern look).  For the brand, this translates into higher sales and stronger customer loyalty. For me, this means I am going to like the way I look. Guaranteed.

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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