What is Fanatics?
Fanatics, a global leader in licensed sports merchandise, has long been the go-to source for fans like me seeking gear for our favorite teams and players. Founded in 1995, the company has grown to dominate the sports merchandising industry, offering everything from apparel to collectibles and trading cards. With partnerships spanning major sports leagues, Fanatics delivers products that resonate with fans worldwide, blending innovation with passion.
As someone deeply invested in sports and sports cards, I’ve been a loyal Fanatics customer. Over the past 18 months, I’ve placed 12 orders, making my lifetime value (LTV) with the brand significantly higher than their average customer. However, a recent experience with a substantial order tested my loyalty and offered an eye-opening look into Fanatics’ customer service processes.
The September Order: Setting the Scene
On September 29th, I placed a much-anticipated order for baseball cards valued at $1,259.09. This wasn’t a spontaneous purchase, I had been planning it for weeks as the cards were being released that day. To optimize my spending, I used physical gift cards purchased through a cashback credit card promotion. The timing aligned perfectly as the gift cards arrived a couple of days after ordering them.
As a collector, securing these cards near release day was crucial, not just for their rarity but for the excitement of being part of the launch. Little did I know this order would turn into a months-long ordeal.
Initial Delays and First Red Flags
About a week after placing the order, I noticed there had been no updates or movement. Hoping for clarity, I contacted Fanatics’ customer service via chat. The representative assured me everything was fine and the order would ship soon. With no reason to doubt their confidence, I decided to wait.
By early November, 36 days later, my order was still stagnant. Frustrated but not overly concerned, I reached out to customer service again. This time, they apologized for the delay and offered a 25% coupon code for my trouble. While I appreciated the gesture, the coupon couldn’t be applied to sports cards, which make up nearly all my Fanatics purchases. This small misstep added to my growing dissatisfaction.
Discovering the Cancellation
During some downtime around Christmas, I logged into my Fanatics account to check the order status. To my shock, it had been cancelled without any notification. Alarmed, I contacted customer service, only to learn it had been cancelled on December 20th due to a payment issue. This explanation baffled me as I had used physical gift cards, and the payment had been processed months earlier.
Adding to the frustration, I was informed the refund process would take 10 days. At this point, I had been waiting for my order for 82 days, only to find it had been cancelled and I now needed to wait further for my money to be returned.
Refund Frustrations and the Gift Card Debacle
On December 30th, I reached out again (10 days after cancellation per their policy), summarizing the situation for what felt like the hundredth time. This time, I was told there was no visibility on the refund and the issue needed to be escalated to an internal team. I was promised an email update within 24 hours.
The next day, when no email arrived, I followed up yet again. The response was disheartening, they reiterated I needed to wait for the internal team. Worse yet, they confirmed the refund would be issued back to the original gift cards I had used… physical gift cards I had discarded 92 days earlier.
Who holds onto used gift cards for months? This policy felt out of touch with practical customer behavior and only deepened my frustration.
Turning to Social Media
On January 1st, feeling completely stuck, I turned to social media. I posted about my experience on X (formerly Twitter), detailing the months of delays, poor communication, and lack of resolution. Within minutes, I received a response from Crystal, a Fanatics representative managing their X account. She asked me to DM her the details, and for the first time in 90 days, I felt a glimmer of hope.
Crystal’s approach was a breath of fresh air. She listened, empathized, and took immediate action. Within hours, she had resolved the issue, issuing me a full refund via a new digital gift card. This was a stark contrast to my earlier experiences with customer service.
Going Above and Beyond
Crystal didn’t stop at the refund. Understanding my disappointment at missing out on the baseball cards, she went the extra mile. She checked Fanatics’ inventory to see if the items were still available. When they weren’t, she asked about my favorite teams and players. A few days later, I received a package containing personalized team gear: a Braves shirt, a Hawks shirt, and a Dolphins shirt.
This gesture wasn’t necessary, but it showed genuine care and commitment to making things right. Crystal transformed a frustrating experience into a moment of delight, turning my irritation into renewed loyalty.
Reflection: Could This Have Been Avoided?
Looking back, much of this ordeal could have been avoided with better processes and proactive communication. The customer service team should have flagged the payment issue and escalated it long before the order was cancelled. Additionally, the rigid refund policy tied to physical gift cards highlights a need for more customer-centric practices.
A Lesson in Customer Service Excellence
Crystal’s handling of the situation was a masterclass in customer service. Her empathy, quick action, and personal touches salvaged my relationship with Fanatics and restored my faith in the brand. She not only resolved my issue but turned it into a positive experience I won’t forget.
Final Thoughts: Why Experience Matters
This experience with Fanatics underscores the importance of customer experience in building brand loyalty. Mistakes happen, but how a brand responds to those mistakes makes all the difference. While the journey was far from smooth, Crystal’s efforts ensured Fanatics didn’t just retain me as a customer…they earned my admiration.
Fanatics turned a disaster into a triumph, proving that even the most frustrated customers can be won over with genuine care and exceptional service. Brands everywhere could learn a lot from Crystal’s approach. Brands like Last Crumb for example (link to Last Crumb article)
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Up next in the final part of my Brand Experience Breakdown, we visit Little Spoon and why they are one of my favorite brands currently.
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