I love the Eiger outdoor brand. Their products are affordable and often of good quality. A sandal I bought has lasted me years and looks like it will continue for at least another year or two. Damn comfortable too.
But good as they are in making outdoor gear they apparently suck at customer relations. Here’s what happened:
On 28th January, competitor outdoor gear brand Arei’s issued a letter inviting Netizens to review its products.
Arei’s invite sounded very inclusive and cool. Reviewers could use any method, any camera, any theme or in any location they liked to do these reviews.
Eiger must have thought it could do the same but when netizens began reviewing their products and uploading them on YouTube – and the reviews weren’t flattering – Eiger’s Legal General Manager began to get antsy.
He started sending nasty letters to the reviewers. They began with a faux politesse of “Firstly, we thank you for uploading a review of our product on your YouTube channel…” then quickly drew out the stiletto.
Instead of explaining in a rationale manner whether the review was fair to Eiger, it instead criticized the video’s quality, specifically the angle it shoes to show their products in an unflattering manner.
The Eiger Legal Manager also was an audiophile. Complaining that the sound quality was bad to make it quite inaudible and lastly, he criticized the suitability of the location of the shoot.
With that, the manager hoped that the YouTuber would take down that posting and, a bitchy parting shot: “We hope you will become a better Youtuber in [shooting] review videos.”
That’s a shot in their own foot by any measure but that’s not all. When news of that came out on social media it, of course, went viral and Eiger became a trending topic.
Eiger’s troubles did not end there. It turns out that the manager had sent out at least identical letters to two other YouTubers.
That makes it at least three shots to two legs. How many shots the manager had fired nobody really knows.
Netizens have a habit of digging up interesting information about foot shooters and one of them dug up a poster of the manager giving a talk.
The topic: How to Implement Agile Human Capital in Transition and Shifting Era. Oh irony of ironies.
Makes you wonder the caliber of people invited to give talks these days. And what possessed Eiger to entrust its communications function to a legal person instead of a communications professional