burberry prorsum fall winter 2011 / ph: gq.com
i previously wrote a long heartful blogpost about my experience in using burberry's new "click-to-chat" service, which ran during the period of the pre-orders (which ended yesterday). i wrote about the glitch on their website, in which the above coat was incorrectly priced for a few hours, and subsequently corrected. there were a few emails with the customer services team, and they acknowledged the slight system issue. they gave me a call to explain the issue, which i felt was a very personable gesture. there was an error and they wanted to put things right. it is comforting to know that this company with sales exceeding £1 billion annually, still values each and every customers' feedback and response.
the overall experience, from the initial "click" to the final phone call, has been really pleasant. ask me a year ago and i would say that people would still head to brick and mortar stores for their luxury goods purchase as opposed to buying online. there's the personable service in stores in this relationship business, that i felt couldn't be replicated online. and now burberry proofed that with a bit of innovation and effort it can be done. and it makes me happy, as i invested in the right company. ok not talking a majority stake here, but still a few coats worth.
and oh, i bought the coat.
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