When I grow up, I want to work for REI

Ever wonder who are the true leaders in customer service and why they are the best? I do.

Our firm was recently invited to enjoy a TED speech by Simon Sinek all about the ‘WHY’ someone connects with a brand vs. the ‘WHAT’ they connect with. Brilliant stuff, particularly if you want to be a true leader in your arena.

The proof of this concept always rings true with me when I visit the local REI store. Now, if you live anywhere near Seattle, you’ll appreciate how fortunate we are to have their flagship store right downtown, however, this story applies to all of their stores.

Each time I step foot in an REI store, I am overwhelmed by the WHY they connect with me (and visa versa) and it has nothing to do with money – it often doesn’t, as much as we tell ourselves it does. REI is the epitome of the perfect brand and the classic example of “people buy WHY you do it, not WHAT you do”. Example: I am never met with a commission-based sales person who is looking for the sale, but instead, a down to earth, enjoyer-of-their-stuff, borderline adventure geek. In other words, someone just like me. Their unwavering commitment to the customer, or in this case, the member, is second to none and is consistent day in and day out. I would suggest that the big-box, out of control, leave the customer ‘til the last minute, more interested in the streets’ impression than the consumer’s impression, should take a close look at how REI honestly lives its brand.

From CEO, Sally Jewell down, everyone at REI seems to connect with that brand, its offering, its suppliers, its lifestyle, passion and me. Their ability to share knowledge, their attitude toward life or willingness to help if something is “not quite right” is something that one doesn’t often see when shopping at institutions as large as REI. They don’t push what they sell, they live it.

I am convinced REI and other customer-centric companies, like Nordstrom, have taken a page out of Jack Zduriencik’s playbook – he is the GM of the Seattle Mariners, speaking recently at a Seattle Rotary luncheon, “People won’t listen to you if they don’t think you care – care for them, and they’ll listen to every word.”

Here’s to caring for what you stand for and for whom you do it.

To see Simon Sinek’s speech, follow this link: http://bit.ly/9UNSA2