Nair’s three strikes

30 Aug

The three mandatories for marketing success in 2010 might be summarized thusly: have a great product that works; offer a customer-centric website; make customer service a priority.

My wife’s recent experience with Nair Hair Removal Strips proved that even a smart, forward-thinking company like Nair (Now on Facebook!) can mess up all three.

First the product didn’t work. The strips simply left the wax on her legs while the paper backing pulled easily away. The hair stayed home with the wax. The wax was then challenging to remove. She described this experience as $@&#%! (dismaying).

Then the website offered up a rather lame channel for complaints. (Your Feedback: Do you love a particular Nair product?)

Then she never heard back from them.

The product sucked. The website was all about Nair. The customer service was unresponsive.

I’m sure that Nair has normally functioning products and that the three positive one-line comments about them in the User Feedback section of their website (Sample: “Easy to use and they take everything off!” Georgetown, ON) are not indicative of the total level of satisfaction with the Nair experience.

Let’s see if they’re monitoring the blogosphere for mentions and leave a comment here. I think that would be a big step in the right direction.

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2 Responses to “Nair’s three strikes”

  1. manu August 30, 2010 at 12:26 pm #

    I had a similar experience with T-Fal. Their cordless kettle was priced at 29.95 at Zellers, but nowhere on the cover was the word Cordless mentioned. Not even in the fine print. So I didn’t buy it. Went to London Drugs and bought a T-Fal kettle at $55. The London Drugs label said ‘Cordless.’ But when I went home, I realized it was the same kettle. Only LD had the sense to label it so unlike the manufacturer themselves. So I wrote and wrote and wrote to T-Fal and received no response.

    I then wrote saying I would not stop writing until they responded. Then I got a very cold letter from a rep in Toronto saying T-Fal was not responsible for retail pricing and that they would forward my suggestion of calling a cordless kettle cordless to the appropriate department. Now here’s a company that makes great products and can pay millions to Jamie Oliver but can’t compensate a consumer for 25 bucks for a mistake that was clearly their own.

  2. dougbrowncreative August 30, 2010 at 2:19 pm #

    I like your strategy of saying you would not stop writing until they responded. But it’s a shame it took the threat of being the bane of someone’s existence to elicit a response.

    I suggest next time you take the Nair Hair Removal Strips to their head office and threaten to leave wax residue all over their glass entrance doors.

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