The first rule of Capitalism is, “Deliver a product that people want, at a price they can afford and a quality they want.”
If you can do this, you have fulfilled the adage, “build a better mousetrap and the world will beat a path to your door.” Also, you can make a profit and instill a “brand loyalty” with the customer.
Brand loyalty means that when I buy something, I buy this brand, even though “The Other Place” might have something a little better quality or at a little better price. I understand that in this Internet world, most people will jump ship for a $1 price difference. This is why when you find someone with brand loyalty, a business should do anything within reason to keep them.
I have been like this with Lowe’s, a home improvement center for years. Almost everything in my home workshop is from Lowe’s. And this past week they angered me enough that they broke my loyalty with them.
I was on vacation last week, doing a bunch of “Honey-Do’s” around the house. One of them was to organize my tools that I hang on the Kobalt K-Rail system. The bad news is, I have so many tools that have to go on multiple K-Rails, that I have to invert a bunch of tools. That requires a certain hook to do that, and Lowe’s has decided to no longer sell those hooks.
I have been needing these hooks for years, and they have been “Out of Stock” for years. During a trip to Lowe’s this past week, I saw a “starter kit” that had two of these hooks, along with rails and other hooks. This tells me they are still making these hooks, and for whatever reason they don’t want to sell them individually. That right there snapped something inside of me.
I went home, and tracked down and called three different Lowe’s Customer Service lines, plus I PM’ed their Facebook page, and met with the same result all four times.
I’m sorry, I cannot help you, and I cannot escalate your request or put you in touch with someone who could resolve your issue. Please go pound sand.
Before I made these calls, I fully understood and anticipated that the CSR’s on these phone lines did not have the ability to help me. What I wanted was them to address my anger and get me in touch with someone who could do something about it. Kind of like this:
I was not demanding something unreasonable. All I wanted was a half-dozen doohickeys that they are supposed to be selling individually. And for some reason, they are only selling them in a kit. If Lowe’s sold them individually, they’re $5 each. If I had been able to reach someone who could have done something, and they had said, “I can get you want you want, but they’re going to cost you $10 each” I would have said “SOLD!” without hesitation. Because spending $60 for something I needed beat spending $150 for three of those kits to get me the hooks I needed and a bunch of stuff I didn’t need.
A resolution like that would have strengthened my loyalty to this company. Instead, like the NFL’s unwillingness to admonish Colin Kaepernick, they broke their relationship and trust with me to a degree I will never do business with them again.
After all of this frustration, I tracked down the LinkedIn profile of Marvin Ellison, the CEO of Lowe’s. I explained the situation and then expressed this to show exactly how upset I am with them:
If I had the means to replace every Kobalt and Craftsman tool in my workshop, I would take all of my current tools, dump them in the parking lot of the nearest Lowe's and set the pile on fire. That's how much I despise your company right now.
All over $30 of product that a mid-level manager should say after hearing this story, "Find me these parts. Overnight them to his home at no cost to him with an apology."
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No company with any level of honor should let a customer walk away from such an encounter feeling as frustrated and betrayed as I still do. I was not asking for anything special, other than to purchase a product that you should be actively selling.
Frankly, I understand that neither the CEO nor anyone who works for him “will get back to me,” nor will they miss the several thousand dollars of sales a year I did with them. That being said, I think it’s important to let companies know when they did wrong and why.