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Are a few dollars worth customer satisfaction and loyalty?

By Liz Keener

Liz KeenerThere’s no hiding that I am a diehard Minnesota Vikings fan. So it was no surprise when my Secret Santa/sister-in-law bought me an OYO Sports Endzone Set for Christmas. I was ecstatic!

Within days I was assembling the building brick kit at home. However, one of the bricks had a minifigure’s arm stuck inside of it. Try as I might with a bunch of different tools — pens, toothpicks, tweezers, etc. — I couldn’t wiggle the piece loose.

3-28 Oyo Piece

My Minnesota Vikings Endzone Set came with a minifigure’s arm jammed into one of the bricks, but OYO Sports quickly replaced it.

Bummed out, I went to the OYO website and found the “Contact Us” form. I filled it out, informing the company of my dilemma. I wrote that I already had enough minifigure arms, so all I really needed was one 2X1 yellow brick to finish the goal post construction.

Within a day, I had an email response from OYO with an apology and questions about which set it was and which part needed replacing. The email also asked for my address, so the new piece could be shipped. I responded, even sending a photo of the broken piece. Again OYO responded quickly, saying an order for a replacement piece had been made, and it would be shipped within 10-14 days.

Within a week, the piece had left OYO, and when the package arrived at my house, it not only contained the one piece I needed to have replaced, but the entire bag of bricks needed to build the goal post. (I’m sure this was easier than grabbing one brick off the production line and shipping that.)

I know this fix cost OYO something. It probably wasn’t much, but it was something. Yet, I so appreciate getting a replacement so quickly and without question. I will be making future purchases from OYO not just because the OYO products are cool, but mostly because I know the company stands by its products and supports its customers when there is an issue.

Think about how this could apply to your dealership. If a customer’s glove rips two days after they bought it, do you make them go to the manufacturer for a return, or do you simply exchange it on site? Or if a new bike buyer gets a flat within three weeks of purchase, will you offer a free tow? Yes, these things cost money, so you do have to weigh the pros and cons, but think hard before you say no because that one-time $50 hit to your bottom line could make that former one-time shopper into a loyal customer for life.

Liz Keener is the managing editor of Powersports Business, a trade magazine for the powersports industry. She reports on the powersports industry through Powersports Business’ varied media, including in the magazine and online. She assembles the brand’s three-times-a-week e-news and handles a variety of assignments for the magazine. Powersports Business is known for its exclusive national dealer surveys, in-depth industry analysis, Power 50 dealership honors program and dealership conference, Powersports Business Institute @ AIMExpo.

Contact: lkeener@powersportsbusiness.com
Website: www.powersportsbusiness.com

One comment

  1. Liz, I agree that costumer satisfaction is extremely important. This was a great topic!
    I look forward to reading your blog in the future!

      [Reply]

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