Patagonia’s free clothing repair service is a CX masterclass that neatly combines many of the themes I’ve been prattling on about recently. Here’s how it works:

1. You go to a store with your damaged garment.

2. A well trained, friendly (and enthusiastic) staff member fills out a simple form with your details.

3. They set clear expectations about how long the repair could take (and why).

4. Your garment comes back looking like new (earlier than expected in my case).

5. There is a card with it thanking you for repairing it.

Underlying principles:

CX should build the brand — The service and experience reinforces Patagonia’s environmentally-friendly ethos.

Reflect the customer’s identity — The service aligns with the target customer’s values, also giving them a feel good factor for doing their bit.

Effortlessness — From placing the order to home delivery, it’s a breeze.

Social pleasure — The interaction with the staff is fantastic.

Expectation management — Setting a timeline they know they can deliver on.

Attention to detail — The repair and experience are exemplary.

End on a high — The thank you note!

Emerson once said, “Those who know how will always have a job. Those who know why will always be their boss.”

Master the basic principles and you can't go wrong.

See this post on LinkedIn