I had an interesting experience the other day that I want to share on this blog.  It involves two companies, both of which spend marketing dollars trying to garner new customers. 

The first company, Sports Authority, is a well recognized retail outlet that sells sports equipment and clothing.  I visited their St. Petersburg store in order to exchange a defective heart monitor.  Customer service was slow, surly, and not particularly knowledgeable about their product.  I met with a sales rep and a store manager, both of whom greeted me with "Did you read the instructions?"  Both insisted it was my fault the device didn't work.  When I showed them that it didn't work, they remained unconvinced but allowed me to exchange it for another model.  I had to go find a model which suited my needs without the assistance of either employee.

The second company, SunPass, a Florida company that sells and services the transponders many of us use while traveling on Florida's Interstates. Their customer service rep was friendly, efficient, and helpful.  He guided me through every step of the process and ensured I was satisfied with the product before ending the call with me.

Now, which company do you think gained my loyalty? 

Marketing is only as good as the employees a company hires to interact with potential customers.  A great marketing campaign can fail if the employees interacting with the public are not helpful and knowledgeable.  Marketing will only go so far in garnering repeat business.  Good staff will ensure repeat and loyal customers.