JOSH - Assistant Manager
Checker Auto Parts - Store #1239
Brand Champion Awards - Awarding individual team member's actions & how it delivers their organization's brand promise in an extraordinary way
"At CSK Auto, we are focused on developing and operating stores that appeal to customers. Our stores are easy to shop, and we offer a broad selection of brand name products on a timely basis, in convenient locations, and we work hard to create a customer service driven culture. We recognize that offering value to our customers ultimately translates to value for our shareholders."
That is what Larry Mondry, President and CEO of CSK, the parent brand of Checker Auto Parts states about their organization on their website. And if I had a nickel for every corporate brand promise to shareholders and stakeholders that makes a similar claim...
What makes Checker Auto Parts different? I'm inclined to believe them.
What makes me believe? Have I visited their 3,000 stores across the country? No. In fact, I've only been to 1 store.
How can I possibly decide that Mondry's statement is true when I have had such little interaction with his company and locations? Because today I'm writing as a consumer and I have all of the evidence and data a consumer needs when deciding whether a large, publicly-traded company is earnest in their grand, brand promise. I had an extraordinary experience with a team member. I met Josh.
It was a summer afternoon in Phoenix (115 degrees) on a Sunday (which means every auto shop in the world is closed), and my car breaks down. Probably the battery. I get rescued and we go to Checker to get a new battery hoping that it is still under warranty and really hoping we are not going to be carving through red tape forever to have it replaced.
"Yes, Ms. McKay, it's still under warranty. Just bring us the old one and we'll exchange it right away." No hassle at all - wonderful.
Upon returning the old battery, car #2 breaks down. What are the odds of that happening? The good news was car #2 stopped working in the Checker Auto Parts parking lot. The bad news was, car #2 did not only have a dead battery, but there were other issues and various 'parts' involved that were not salvageable. (My do-it-yourself car repair capabilities are virtually nil) Rightfully so, the Checker team members advised us that the car needed to be towed to the dealer for repairs.
Sunday afternoon with no chance of a repair shop being open, 2 dead cars, 2 children at stuck at home, 1 teenager waiting at the airport to be picked up and a full schedule of crucial meetings in several parts of the city the next morning - Well, we were in big trouble.
Josh observed our weak and futile attempts to resurrect the life of car #2 in the Checker parking lot while on his break and offered to take a look. For the next hour, Josh persevered through a number of potential solutions to repair #2 and solve our immediate plight. Between a dozen trips in and out of the store for supplies and buckets of sweat, Josh enlisted the assistance of his fellow team members until the car would finally start. (He did advise us we still needed to take the car into the dealership for a permanent solution as soon as possible).
WOW. When was the last time a retail establishment took that kind of ownership of my problems instead of viewing their role as just selling stuff? Josh took total responsibility for our plight as genuinely as if it was his own. With no personal gain, no commission or expectation of recognition, Josh invested his knowledge, skills and service to provide one of the ultimate factors in creating value for a serviced-based brand: TRUST.
Trust that the brand and its associates have the expertise, skills, time and honest concern to provide me with the best product / solution / advice / service to meet my specific needs and situation. Will consumers travel farther, pay a little extra and remain devoted to a service brand they trust? Of course. When a Brand Champion like Josh goes the extra 500 miles for a customer that just happened to walk into his shop to exchange a battery, will a customer become a raving advocate for the reputation of the brand and all 3,000 stores? You'd better believe it.
It is Brand Champions like Josh that take Checker's grand corporate brand promise of "a customer service driven culture" and makes it true for all 3,000 stores in the mind of the consumer by delivering on that promise in an important, memorable way.
Thanks, Josh - For getting a simple customer out of a bind when you didn't have to and for being the ideal example of a Brand Champion. --Dolores McKay
Brand Champion Awards Guidelines:
- Each Friday beginning 8/8/08, an individual team member selected by In the Puddin' will be selected and awarded Brand Champion
- Brand Champions will be featured on 'In the Puddin', receive an honorary prize and certificate
- Brand Champion's direct supervisor and corporate office will also be officially notified
- Each weekly Champion is then eligible for the Grand Champion prize at the end of the year.
- On September 1, 2009 - the Grand Champion will be announced. More details on the prize coming soon, but will include: airfare, hotel room and a very cool experience (of course).
What a great story. The role of the brand champion is often underestimated when most of us are so busy just doing the things that keep the business afloat. We had all sorts of morale issues in our Aussie business. Thankfully, a guy named Steve Hollows showed us the way and we managed to get a large part of our workforce living the values - and several brand champions to boot. Good luck going forward.
Posted by: Trent Edwards | August 31, 2008 at 01:38 AM