A Commitment to its Customers Guides Brooks Brothers

Not only is the retailer listening to its customers, it's taking action. Seiff cited a recent example of an email Brooks Brothers received from a customer stating that its online checkout was confusing when paying with a gift card. Specifically, the customer noted that the field "Code" should be changed to "Pin," since that's what's listed on the gift card. Brooks Brothers agreed and changed its checkout page — it also added an image showing customers where they could find the pin on their gift card. It then followed up with that customer to let them know that this change had been made. By closing the communication loop you breed trust, Seiff said.