Last week I posted a letter (see 8/25/07) from a Champion Genesis Redman customer, Allan, addressed to the CEO of Champion. The post was picked up by Google Alerts over the weekend and the following week Allan heard from Champion. The following is an update from Allan. The comments after Allan's statement are of my doing and not Allan's.
Re: Redman Model 762B
I was pleasantly surprised today when Barbara and I received two telephone calls responding to my recent letters to Mr. William Griffiths, CEO, President and Chairman of the Board of Champion Enterprises, Inc.
The first call was from a gentleman regarding repairing and strengthening our kitchen shelves that collapsed two weeks ago. This unfortunate incident caused me to write the first letter to Champion Enterprises, Inc. We have scheduled within the next few days for a gentleman provided by Champion/Redman to make these cabinet repairs.
The second call was from a lady representing Champion/Redman. She acknowledged my letters, said she read them and apologized on behalf of Champion/Redman for the inconvenience and problems. She explained that she had directed the gentleman, who made the first call, to contact us. She also provided a means of direct communication with her and suggested that if we had any other problems to contact her. She also complemented me for my constructive letters. My wife and I are discussing this now and we will decide what to do.
My long held belief has again been substantiated that we, the American public, do not communicate enough to corporations that provide us with goods and services. Here is an example of written constructive criticism that seems to bring out the good will of Champion Enterprises, Inc. and Redman Homes.
Many years ago Shakespeare wrote, "All's well that ends well." We will see.
AM 8/2007
Second only to the severe lack of quality in their products, one of Champion Genesis Redman's biggest deficiencies has been/is their indifference towards the customer after the purchase. In the past, Champion Genesis Redman could care less about the existing customer and only focused on the next customer. Instead of making the customer's experience a good one, they continually chase the almighty dollar at the expense of customer satisfaction. Champion Genesis Redman is its own worst enemy! It would be nice if Champion Genesis Redman changed the way it treats customers, however given the long history of customer neglect, I would not hold my breath.
The position Champion Genesis Redman finds itself is defined by how it has handled customer complaints in the past. Comments on this and other blogs reflect what customers think about Champion Genesis Redman and what they have come to expect when dealing with Champion Genesis Redman. For the most part, Champion's position in the minds of existing customers is already set and it really has not mattered to Champion what the existing customers feel. What does matter to Champion is what potential customers think. If potential customers realize that Champion Genesis Redman does little to stand behind their product, then they will look elsewhere. Hence, the occasional attempt to create an impression that they care about their customer.
One response does not make a pattern, on the contrary, given Champion's prior lack of response to its customers should give rise to concern over what is behind Champion's action. What's behind Champion Genesis Redmans apparent change of heart?
People get anchored to their first impressions. In Champions case, the constant bombardment of advertising and marketing stating what a great product Champion builds becomes the basis for the belief that Champion represents quality, when in fact the opposite is true. The impression Champion makes does not match Champions actual product. Make no mistake, first impressions and last impressions are very important, they have a special power over us. Champion's first impression is that they build quality products, while their last impression based on comments from existing customers is that they do not stand behind the product, which brings us to Champion's response to Allan.
Champion, in responding to Allan's letter detailing problems with the pantry and cabinets is hoping to persuade potential customers that they are capable of doing the right thing and in doing so, leaving them with a strong last impression. What remains to be seen however, is this a "one off" for affect or will they correct similar problems of of other customers as well? Fixing the shelving problems in Allan's home is a good start and does create a strong last impression with potential customers.
As anyone who has purchased a Champion Genesis Redman product knows, Champion builds their own cheap, flimsy cabinets rather than purchase quality cabinets from reputable cabinet companies. Cabinets are cheaper if you build them yourself, leaving more money for the bottom line. Fixing the occasional broken shelf costs far less than doing it right in the first place, or so they think. Call backs are not very expensive, especially when you only respond to the high profile ones or only repair the easy things(see Allan's letter for a list of some of the problems).
As many good cook would say, "the proof is in the pudding." Is Champion responding to Allan's letter in order to do the right thing or are they hoping to get the last word in and create a halo effect? The is to say, by doing one positive thing they will be associated with positive responses and consequently look like the "good" guy wearing a halo. The question that bears repeating is, will Champion change their stripes and treat "ALL" customers fairly or are they just selling hope? Hope that they will treat all of us fairly. Hope for change in the way they respond to complaints and shoddy work. Is Champion Genesis raising expectations just for show or will they respond to everyone's problems accordingly?
Champion, not the customer, defines the quality of their product. If you purchase a Champion Genesis Redman product you do not see the lack of quality because it is hidden in the floors and walls. You find yourself at the mercy of Champion Genesis Redman and hope they will do the right thing and fix the problems, particularly since you have already paid in FULL!
Perhaps Champion Genesis Redman has come to the realization that unless they respond appropriately to customer complaints, fooling potential customers will be increasingly difficult. Let's just see how well this ends.
9/6/2007 4:07 AM
Tim wrote:
Once Champion got most of our money, they ceased playing fair. They do not take our calls, literally hanging up on us. They refuse to have carpet installed that they screwed up on, and now they want to tear some walls out for god knows why. Champion, made in America under some the greediest customer go to Hell executives around. Never again. Reply to this
9/29/2007 12:50 PM
Laurie Wahl wrote:
I know exactly what you mean! There has to be something customers can do as a whole group to do something about the cheapness of the products! I have replaced my entire kitchen d/t the cabinents falling apart. I will be redoing both of my bathrooms because the water leaked and ruined the floors and walls. The appliances have been replaced. I could go on and on. I think everyone thinks that people who buy mobile homes are second class citizens. We are hardworking American who get suckered into believing that we can have a nice home at a good price. I think it cost about 10,000 dollars for them to build my home and they sold it to me for 80,000$. Reply to this
