It’s Not About The Jacket

This past weekend the McCarthy’s spent some time with family in Atlanta. As is often the case with McCarthy family trips – it rained. Luckily, we packed my most cherished piece of clothing – an old Patagonia rain jacket I purchased 10 years ago. It was my all-purpose go to. Wind, rain, snow, ice, substitute napkin – regardless the occasion, if it required more than a shirt, I chose that jacket. Well, over those 10 years, the jacket’s lining began to thin, fade, and sadly, deteriorate. “Good grief, it’s just a jacket,” you may say, “wear another one.”

Nope. And nope. You’ve already forgotten. It was my favorite jacket. So, aside from the family visit, we made it – check that – I made it a top priority to swing into the Patagonia store in Buckhead, a suburb of Atlanta, to see what could be done for my old friend. For the record, I don’t consider myself a clothes hound. Nor would I be classified as a granola eating, tree hugging, sandal wearing, Frisbee throwing, Subaru driving sort which might stereotypically describe a patron of this particular Patagonia store. Nothing against that sort, mind you, I love Starbucks. I just find other places to drop most of my money. (See: Wife, kid 1, kid 2, kid 3, and kid 4…especially kid 1. I do own a Frisbee, however.)

But here’s what happened: I showed “Patagonia Brian” my jacket. I gave him the long story of my relationship with this sacred cloth. And quite innocently asked, “So what should I do about this wear and tear? Is there something I can put on it to slow it down?”

What Brian did not say:

1)      “Ooh, yeah I see that…right there…but without a receipt I can’t do anything, sorry.”
2)     “Dude, we’ve got some great new stuff made from recycled California redwood bark.”
3)     “I’m sorry, your kids were screaming, what did you say?” (Okay, maybe he did say that.)
4)     “Ten years ago? Hmm, if you’d returned it within 6 months I could have done something.”

What Brian did say:

“Why don’t we just get you another jacket? We’ll apply what you paid for this one toward a new one. That sound okay?” I’m sure I had the look of a man who just swallowed his hacky sack.   He didn’t “look me up in the system”, or even ask for my original receipt. He recognized an opportunity to serve his customer. Not only did he make my day, he made me a customer for life. I walked out with a new, all-time favorite jacket without paying another dime. Pretty good return on that investment (to use blog-related vernacular).

What Patagonia Brian knows: How you treat people is important. Service is important. And while I’m not out shopping for a Subaru or a canoe carrier for my car, my return to that Patagonia store is 100% guaranteed.

Service matters. Expect it from those with whom you do business.