Shortly after Apple announced the price drop on an existing iPhone product, without introducing a new one to take its place, I wrote about whether or not early iPhone adopters would get screwed. My take on the matter was, no, as Apple has a history of doing the right thing, at least in the long run.
Near the same time, a few people observed that the terms and conditions of their American Express card benefits would allow them a refund. Since it never hurts to go directly to the source and just ask, I did so, writing about my experience with American Express. Again, my take on the matter was that American Express, with no ultra compelling requirement to do could turn this into a massive marketing strategy right before the holiday season.
I learned two things.
First, I learned that there’s actually only a small number of rude people who don’t actually read posts before feeling they have to comment in the most vile language as they make false assumptions. (I’d clearly stated in a colorful sidebar box that I didn’t feel entitled to the refund, but that the opportunity could be used to build good will.)
Second, I learned that American Express came to the same conclusions I did about how to treat its customers.
Today I got a letter from American Express. In it, they explained that my recent purchase did not fall within the normal terms and provisions of the Purchase Protection Plan. However, as they value my business, they are processing the claim as an exception to the rule, and are crediting my card with $105. (They then sent me the actual terms, which covered a lot more than I was aware of.)
That made me, as a customer, feel special. And cared about.
With Steve Jobs’s refund of $100, with American Express’s refund of $105, I’m now $5 ahead.
I think American Express was smart.
They knew the product could have been returned completely, giving them a useless product, and me $300. And with my $100 from Jobs, I could have gotten a replacement phone.
They knew what I really would have liked, in the ideal case, was the $200 difference.
They most certainly knew that I’d be getting a refund of $100 from Apple, so they could just get away with providing $100 out of the kindness of their hearts.
And, but going $5 over that amount, which is trivial to them, it makes them look like the super good guys. The $5 bought a lot in terms of marketing.
At this point, as a customer, I’m so totally impressed with how well American Express took care of me, especially when they didn’t have to, that I’ll be using American Express for every major purchase, as well as now minor ones.
Prior to this I used Discover (for cash back) and Visa (when Discover wasn’t accepted).
American Express – you’ve won my heart this holiday season. Thank you.