By Tom Bradley

How’s this for two totally different customer experiences.

Recently I went into Sigge’s, a local cross-country ski store, to buy some equipment. I’ve been a ‘classic’ skier for years, but am increasingly feeling the pressure to keep up with my ‘skate skiing’ friends (although they tell me it won’t help).

When I left the store 30 minutes later, I thought to myself, “Wow, that was amazing.” It was so amazing that I pulled out my Blackberry and punched in everything I could think of that made it a great experience:

• The woman was warm and welcoming without being gushy.
• She was clearly into what she was doing – i.e. skiing and equipment.
• She was quietly efficient, or was it quick without rushing?
• None of my questions or requests were a bother.
• She used a few methods I hadn’t seen before, including writing my specs down on a card (boot size, ski and pole length) so I had something to take with me if I decided not to buy or wanted to rent first.
• And most importantly, she knew what she was talking about.

Compare this to the email I received from Air Canada. It came in response to a note I’d sent to compliment them on the service I’d received from Catherine on AC 116 to Toronto on April 18th.

Thank you for contacting us.

This is to confirm that we have received your correspondence and there is no requirement to re-submit your information. Our current processing time is 15 business days for general customer concerns, 10 business days for baggage related issues and up to 4 weeks for baggage tracing. We will make every effort to respond sooner.

We appreciate your patience and understanding as you await our response.

3 weeks for concerns? 2 weeks for baggage? 4 weeks to actually find my bag? Thank goodness they’re going to try to do it sooner.

Chris, Scott, Sher, David ... let’s stay focused on the Sigge’s formula.

Catherine, if you ever get tired of working for the airline, give Sigge’s or Steadyhand a call.