Back in the days of the Clinton (Bill, not Fitch)administration, there was a catch phrase, "It’s the Economy, Stupid!" Well, whether it was or not, I am here to tell you what it is really all about…Customer Service.

Every day, we hear the horror stories of how poor customer service has ruined people’s experiences, even driven them away from purchasing a particular product or purchasing from a particular store. Heck, look no further than Mitchell’s post on his Expansys experience over at Gear Diary if you are not sure what I am talking about.

So, it comes as almost a rare treat when you find a company who truly works with their customers to resolve any problems you might have. Good customer service can make a customer for life. Heck, I would even be willing to purchase a slightly inferior product if I knew the company stood behind it 100 percent.

Which brings us to the point of this article. Not long ago, I reviewed the SeV 237D jacket, and gave it extremely high marks. Recently, I took this versatile jacket on vacation with me. While traveling, I found one pocket had inexplicably torn, despite being rarely used. More troubling, however, was the main zipper which broke, causing several teeth to fall out. I was extremely frustrated. Not only had my jacket been ruined, but really, this was not the kind of quality I had come to expect from SeV.

When I arrived home, I sent SeV a quick email to explain what had happened. Now, many companies would ignore such an email, or email back and tell you that it was beyond their 30 day return window (I have had this jacket for several months). I sent that email late Sunday night. Early this morning, I had already received a reply from SeV, indicating that a new jacket had been sent, along with a return envelope and label so I could send back the damaged one for inspection.

Now, SeV could very well have told me that the return window had expired, I have had the jacket for several months as I mentioned, and such a response may very well have been reasonable. They also, like many companies, could have questioned whether the damage was somehow my own fault, and refused to take any action.

Instead, SeV took a few extra minutes to resolve the problem. Their resolution of sending a replacement and examining the damaged jacket cost SeV almost nothing. This simple action, however, of taking the time to listen to my problem, and resolve the issue quickly and amiably is truly an example of why so many people rave about SeV products around here. Not only are their products typically the highest caliber, but also their post-sale customer service is second to none. This is a combination which will consistently earn them customers for life.

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5. The Ringle. Stupid is as stupid does.