JESSICA HERRIN: I think what’s changed about the customer loyalty landscape is that all business has moved into a glass house. With the proliferation of social media and how quickly a fan can … can talk about your service. And, uh, so I think that customer loyalty is … is on the rise, because the deep connection with a company? Is … can happen so much more authentically, and quicker. And if, uh, if that’s something that’s a priority for you, and you genuinely are customer-obsessed? That that shows, and customers love it. SHAZI VISRAM: Making sure your customer knows that you are absolutely sincere in delivering them the absolute best is becoming more and more important. And to do that is becoming more difficult. BETH HARTE: You know, you might not be loyal to 20 brands today, in this economy, but you might be definitely loyal to four. And there’s a reason for that, because most of them are customer-centric. JESSICA HERRIN: Everything we’ve done has been geared around making sure that we’re holding hands with our customer. We intimately know what they want and what they think in real time. DANIAL J. KIM: You know, people ask me, as a founder, what do you … you know, what do you spend most ‘a your time doing. Uh, and my answer is always, you know, understanding who the customer is. Um, w- … one of the things that we always live by is a customer doesn’t always do what they’re gonna tell you to do. JESSICA HERRIN: You always have to spend a great majority of your time doing something that is all about being obsessed with that customer. DANIAL J. KIM: I think the key to really kind ‘a determining what is gonna be successful for your concept is to become the customer. BETH HARTE: You have to be willing to say, okay, it’s not about me; it’s about you. You know? And what do you want to tell me. JESSICA HERRIN: Our policies are, uh, set up to handle any customer disappointment. So if somebody gets something and they don’t like it, or it doesn’t fit, or they don’t want it, we just immediately ship them something else. They don’t have to ship the other one back. We … you know, we … we make it right. SHAZI VISRAM: We have to make sure you let this consumer know that you care about them. Whether or not it’s your fault or not. DANIAL J. KIM: Don’t ignore it, and accept responsibility. And, um, and take action. SHAZI VISRAM: We firmly believe in responding. So I think that’s the best thing. Is you know, you get the right answer that way, but then after you get the right answer, you’re gonna have all of these people who are gonna be so psyched that you listened and did what they wanted. (END OF TAPE)