When word got out that the Rohto Ironman 70.3 Miami event had some serious customer satisfaction issues, WTC quickly responded with a press release announcing swift changes and extended a nice offering to those who had raced in the event.
Sometime when it rains, it really pours and that is certainly how WTC must have felt recently with their customer feedback after the short lived Ironman Access program and the problems at 70.3 Miami, but quick actions in both cases seem to have really help stop the "bleeding" of negative comments.
Even before the Rohto Ironman 70.3 Miami event actually started, news started to trickle out via social media that there were problems at the venue. People reported overcrowded bike racks and some athletes seemingly had no racks at all to set up their bikes. Word also got out that pertinent race information was not communicated well and the course appeared not well planned out. It also didn't help the first impression to see that the spelling on the swim exit arch was wrong. "Swin Exit" just doesn't cut it.
The race though went off and after the event plenty of people wrote race reports or reported updates via social media about their experience in Miami without ever mentioning a glitch or problem. So seemingly problems, safety concerns or race quality issues were not apparent or on top of the mind for everybody at this race.
But others participants were not quite so kind and many used the Ironman facebook page or Twitter to voice their concerns.
"The folks that I feel the most for are the first timers (including the family) and the good hearted volunteers. I hope they do not get jaded and give-up on the sport, just look to other places. It's a great sport with great people," said Joel Royston.
Becky Richter from Boca Raton added, "There were plenty of bananas/fruit/water for VIPs and Paramount race officials throughout the race but not for the racers. Paramount officials were literally standing on the sidelines with ice cold water bottles drinking and eating, while... us athletes have empty water stations. Epic fail."
Etc, etc, etc.
WTC though acted on this PR nightmare quite swiftly and announced in a press release that they will be taking over operational planning, management and execution of this event from Paramount (the current organizers) for 2011. They further stated that the event will be incorporated into their operations system and produced at the high quality level people have come to expect from their other races.
The following statement though surely got the attention of everybody:
"For all athletes who competed in the race on Saturday, WTC is offering a complimentary race entry into any of the 70.3 races in 2011 listed below*, to include next year’s Ironman 70.3 Miami. WTC will contact those competitors on December 1 with registration instructions."
It is one thing to admit a mistake, but it is quite different to actually step up and make good for that mistake. We actually do not recall that another race director or promoter has gone this far before when their event was less than satisfactory.
This swift response by WTC was quickly embraced by those who had participated in the Rohto 70.3 Miami event and also by others who were just on the outside looking in.
"Way to go WTC. Thanks for stepping up to the plate and doing the right thing. This will maintain and improve brand loyalty - Nice job," stated Steven A Black on the slowtwitch facebook page.
In the related slowtwitch forum thread, user DexPro said: " As someone who was considering not participating in or volunteering at any WTC event after Miami, this helps them create (some) goodwill with the athletes. A strong step forward for WTC in terms of customer service."
Others simply stated, "Impressive," "Bravo" and "Now that is customer service."
Right on the heels of the Ironman Access fiasco this was certainly not something WTC wanted to fall in their lap, but sometimes when you are dealt lemons, it is time to add some sugar and make some very sweet lemonade.
* Link to the WTC Press release
