April 18, 2024

The Haggler: Seeking Vital Signs in a Lifetime Warranty

Nobody actually uses the words “blah, blah, blah,” by the way. That would be silly. But not as silly as asking the Haggler to intervene when a warranty has expired. That is very silly. If you, dear consumer, agree that your TV — or computer or dishwasher or whatever — is covered for three years, please do not get in touch four years after the purchase.

A product is either covered or not. And if it has a lifetime warranty, it most likely is covered. Unless, for some strange reason, it’s not.

Q. The waterproof lining on the inside of a backpack made by a company called Eagle Creek became sticky. The company offers lifetime warranties on workmanship and materials — the bag was bought in 1999, and used once or twice a year — so I e-mailed and asked for a solution or a replacement.

A customer service rep wrote back to say I was out of luck because “this stickiness is a result of the breakdown of the fabric over time.” My backpack, the rep explained, had reached the end of its life. Put another way, it had died, and a dead backpack is no longer eligible for the protections of a lifetime warranty.

Huh? When I protested, I was told that I could mail the backpack to the warranty department and hope for a different answer. I did, but that department gave me the same response.

Care to give this a shot?

MARGARET JAHRLING

Redmond, Wash.

A. The Haggler has never thought about a lifetime warranty in such literal terms. But Eagle Creek’s logic makes its own insane sense. It could be summed up as: “Enjoy our lifetime warranty. Until your product dies. Then leave us alone.”

The tricky part of analogizing between humans and inanimate objects is that it’s far easier to tell when humans have expired. What constitutes a dead backpack? What if your backpack is just, you know, asleep? Or unconscious?

That Eagle Creek thinks the list of dead-backpack symptoms includes sticky linings seems a little — what’s the right word here? — fatalistic. It’s a bit like a doctor deciding that people are goners if they catch a cold. But here is what an Eagle Creek rep named Sadie Schroeder told Ms. Jahrling, in an e-mail:

“Our warranty protects against defect for the life of the product. Our warranty department has deemed that items that are breaking down due to age have reached the end of their life and will not be covered by warranty.”

In another e-mail, Ms. Schroeder said of the sticky lining malady, “There is no real cure for it.”

Anyone know the last rites for a backpack?

The Haggler read all this and detected the potential for a conflict of interest. Eagle Creek offers a lifetime warranty and then gets to decide when its products have flatlined, which saves the company money on resuscitation efforts.

So the Haggler wrote to the company, which is based in Carlsbad, Calif., and sells a wide variety of travel pillows, money belts and luggage, all with the adventure traveler in mind. In late August, the company president, Roger Spatz, agreed to chat on the phone.

“It’s not often that we have these issues,” he said, early in the conversation. “Situations like this are a very small percentage of the total.”

Understood, said the Haggler, eager to get to specifics.

What about a seven-year-old backpack with a rusted zipper and a bad case of dropsy?

“I don’t know,” Mr. Spatz said, after a pause. “If we’re going to get into a list, I’m not the person qualified to give you an answer.”

What about a 12-year-old rolling bag with a frayed pocket and a touch of gout?

“I don’t know what to tell you there,” he said. “We’d have to take a look at it and see.”

The Haggler was going to ask about a five-year-old tote with some torn mesh and a social disease, but it seemed pointless. Mr. Spatz noted that Ms. Jahrling was offered the chance to buy any Eagle Creek product at 50 percent off, and he underscored that the company worked diligently to please its customers.

That actually rings true. The Haggler finds little negative static about Eagle Creek on the Internet. We are most likely talking here about a rare and relatively isolated incident. But to his credit, Mr. Spatz grasped that errors were made in Ms. Jahrling’s case.

“What I object to most is that she was told. ‘If you want to send your bag to the warranty department, maybe they’ll give you a different answer,’ ” he said. “I will take this opportunity to make sure that we’re having proper conversations with our customers.”

He also hinted that Eagle Creek was willing to do more for Ms. Jahrling. “We’re going to go back and take care of this situation,” he said.

The Haggler ended that conversation heartened and anticipating an e-mail from Ms. Jahrling with some good news. But that was more than three weeks ago and as of Friday, no one from Eagle Creek had been in touch with her. Maybe the company isn’t quite as customer-
focused as it believes. Or maybe its phone and e-mail systems are currently in the hospital.

E-mail: haggler@nytimes.com. Keep it brief and family-friendly, include your hometown and go easy on the caps-lock key. Letters may be edited for clarity and length.

Article source: http://www.nytimes.com/2013/09/08/your-money/seeking-vital-signs-in-a-lifetime-warranty.html?partner=rss&emc=rss

Media Decoder Blog: Top Commercial for 2012 Was Really ‘Big,’ Ace Metrix Says

The commercial that received the highest average score last year from viewers of national television ads in a closely followed survey was not a glitzy Super Bowl spot or an emotional Olympics spot. Nor was it a commercial that was sexy, snarky or stuffed with celebrities.

Rather, the commercial, for a French-door refrigerator from Samsung with 31.6 cubic feet of space, was straightforward, something in the show-and-tell vein. The spot offered a lighthearted demonstration of the capacity of the fridge by showing a family coming home from a shopping trip and filling it up bucket-brigade style, by tossing oversize packages of food from kid to Dad to kid to kid to Mom.

“It’s big,” an announcer says at the end of the commercial as the song “Big Time” plays on the soundtrack. “For your big life.” The commercial was created by Leo Burnett in Chicago, part of the Publicis Groupe.

In the survey, conducted by Ace Metrix, which is based in Mountain View, Calif., the Samsung refrigerator commercial received an Ace score of 697. That was the highest score for any of the almost 6,000 commercials that Ace Metrix evaluated last year, the company says.

Coincidentally, the No. 2 commercial, with an Ace score of 691, was from another appliance brand, Frigidaire, promoting a new oven and a new dishwasher.

Hmmmm. Maybe a lot of people were interested in updating their kitchens in 2012.

The scores, according to Ace Metrix, measure the creative effectiveness of commercials based on criteria like persuasion, attention and watchability.

Samsung had three commercials on the list of the top 20 ads with the highest average Ace scores, which Ace Metrix calls its Top Ads of the Year. The other two spots were for the Samsung Galaxy Note tablet; one finished third and the other was tied for ninth with a spot for Outback Steakhouse and a spot for the Apple iPhone 5.

Apple was the only other marketer in addition to Samsung to have more than one commercial in the top 20. Apple had two spots, both for the iPhone 5.

In addition to compiling the list of Top Ads of the Year, Ace Metrix, which is minority-owned by WPP, also compiles a list of spots in 15 categories, called Brand of the Year, reflecting the highest average Ace scores for a body of work in a calendar year.

Among the category leaders were: Infiniti and Cadillac, tied in the category of luxury automotive; Ford, nonluxury automotive; Blue Moon beer, alcoholic beverages; Ocean Spray, nonalcoholic beverages; MM’s, candies and snacks; Visa, financial services; Kraft dairy products, packaged foods; Pizza Hut, quick-service restaurants; Olive Garden, restaurants; Best Buy, retail; and Samsung, technology.

The results from Ace Metrix for 2012 were similar to what the company found in 2011, when, according to the AdFreak blog published by Adweek, the list of leading commercials was “full of the kind of hardworking, unglamorous ads that make snobby creatives squirm.”

Article source: http://mediadecoder.blogs.nytimes.com/2013/01/04/top-commercial-for-2012-was-really-big-ace-metrix-says/?partner=rss&emc=rss