Even in Sports, Happy Customers Are Key to Reputation

Recently, Bloomberg News columnist Scott Soshnick     custom football jersey wrote an intriguing column about the importance of customer satisfaction even in the seemingly recession-proof world of sports.

Soshnick told the story of Tony Seminary, an avid University of Oregon fan, who attends most of the Ducks' home and road football games each season. After the recent post-game incident where Oregon's running back LeGarrette Blount sucker-punched a player on the opposing team after the loss, Seminary felt taken, unsatisfied and angry.

Just as any consumer might do after experiencing a lousy hotel stay or even an undercooked steak, he wanted to let the man in charge know about it. He sent an e-mail to Oregon's head coach Chip Kelly, expressing his dissatisfaction with the "product on the field" and requested a refund for the nearly $450 he spent to get to the game. To his surprise, Kelly complied. Seminary found a check in his mailbox reimbursing his expenses in full a short-time later.

In a time when consumers are paying extra attention to every dollar they spend, companies must work even harder to ensure customer satisfaction and uphold their reputations as entities worthy of patronage. There will be problems and issues that arise, but the key is how companies address these problems. To start, companies must open the lines of communication with their customers and find ways to have a two-way dialogue (think Twitter, Facebook, online chat, etc.).

They must also remedy problems in a way that is consistent with their brand. Whether it's a refund, a free product replacement, or simply service with a smile, if the company "walks the walk," their reputation will remain intact and the customer remains happy.

Of course, most people won't hear about Seminary's refund. But, he won't forget. And, with the bad taste out of his mouth, the University of Oregon has likely regained a loyal patron and supporter for life.