It was the best of service, it was the worst of service. Well, not really the worst, but with the title of this post, I couldn’t resist.
I love my Amazon Kindle. And not just because Rebooting Leadership is available in that format. So I was positively disconsolate when it stopped working on the first day of a 3-week trip.
From the Delta Sky Club at JFK, I logged into my Amazon account, clicked support, typed in my mobile number, and immediately my phone rang. They called me! I didn’t have to look up a number, dial it, navigate through an infernal scheme of menus, listen to hold music, and plead for a real human. One called me!
By virtue of my having logged into my account before I requested the call, the Amazon rep knew everything I wanted her to know. She didn’t ask me for my account number once, let alone twice. She grieved in sympathy with me, for a moment, over the demise of the e-reader, and without further inquisition, said she’d overnight me a replacement! Can you believe this? Did you know they did this? I didn’t.
Luckily for me, my wife was joining me on the trip 2 days later, and brought the new Kindle, completely loaded with all my stuff, to me.
Bravo, Amazon, all around!
Not so Panasonic. Our new Lumix digital camera (great camera – takes terrific pictures) arrived without the software, described in the manual, that lets the camera commune with the computer. Sending CD’s, I thought, is so first decade, surely it’s a download these days, and they just haven’t updated the manual.
Wrong. Went to Panasonic’s site (such as it is). Got no help there. Got on the phone. Customer service sent me to tech support, which sent me back to customer service, where a snippy woman who didn’t believe my story gave me the number for the “parts department”. I’m not making this up.
Twenty minutes later, Parts answered. They wanted my name, phone number, email address, account number, and – get this – the serial number of the item I was calling about – before they’d entertain any questions.
I asked how I could download the software. You can’t. We have to send you a CD. Please do. It’ll cost you $15. An argument ensued, and to cut my time losses, I surrendered the credit card number.
Ten days later, I got a paper receipt in the mail from Panasonic. Someone actually cut down a tree, refined its pulp into paper, printed a receipt, stuck it in an envelope, put it in a truck, took it to the post office, transferred it to a jet, put it on yet another truck, then a van, and then a nice man walked it to my house.
Five days after that, the CD turned up on my front doorstep.
Point: Both Amazon and Panasonic have now burned into my psyche their respective “brands”. I associate Amazon with terms like “pathfinder, state-of-the-service-art, newfangled, impressive, and going above and beyond to help the customer.” Panasonic, to me, now means “obsolete, outdated, obstructionist, old-world, traditional, clueless”, and a host of other things, none of them impressive.
Product brand, and service brand, extend to workplace brand. If someone were to ask me where they should explore selling their talent, Amazon would be one of the first names off my lips. Panasonic wouldn’t even occur to me.
I wonder – no I don’t – which company’s getting the best candidates turning up on its front doorstep.
Richard Hadden is a leadership speaker, author, and consultant who helps organizations improve their business results by creating a great place to work. He and Bill are the authors of the acclaimed business classic Contented Cows Give Better Milk, and Contented Cows MOOve Faster, and the brand new book Rebooting Leadership. Learn more about them and their work at ContentedCows.com.













