Service from Cornflake

In 1987 I bought a stereo system from the Cornflake shop in London.

The store is an independent outlet that deals primarily and expertly with high quality, high end systems that appeal to audiophile types (in the same way that BrandPhial appeals to Brand types). I was pleasantly surprised by their willingness to allow frequent auditions of a number of suggested system solutions that were in my budget, and eventually I settled for a system that made the most of my record collection, which is both extensive and mainly well cared for. The stereo was delivered and expertly installed by the company's co-founder, who did not leave until he was completely satisfied with the performance of the system in my home. It was nearly midnight.

Boy was I a happy bunny!

About a month ago the pre-amp stage of the system stopped working. It's a Bryston - a little known but extremely high quality Canadian-manufactured amplifier. So I rang up the Cornflake shop and spoke to Michael. I had not spoken with Michael before, but he told me to bring the amplifier in and it would be fixed for me free of charge by the Bryston agents in London, PMC (The Professional Monitor Company). It turned out that my amplifier was covered by a 20 year manufacturers guarantee. Michael suggested that I also bring the power amp as it would be possible that some components might also require renewal.

2 weeks later I received a call from Michael saying the amps were fixed up, cleaned up and awaiting my collection.

Fantastic. I'm back in vinyl heaven (it really is the best sounding music medium!), and it has not cost me a single penny.

How many brands out there reward their customers with such astonishing service and commitment to their products?

I would like to personally congratulate Michael at the Cornflake shop for his attention to ME, and Chris at PMC for returning the 17 year old amplifiers to their former glory. And recognise and thank Bryston for being a company that so clearly and openly believes in the quality of its products.

Imagine a world in which all companies paid such painstaking and genuine attention to their customers. Imagine how special you would feel, and how often you would feel special.

Lesson to be learned here. Beliefs and behaviours (acted on by both the company, and the company's channels/partners) drives customer expectation and experience.

Branding is not a 'field of dreams'. If you build it, they will not come. Brands are built by actions, not words.

If I ever need a new stereo, there is only one dealer in the world, as far as I am concerned.

Cornflake.