Dear Customers,
Since 2017, our focus has been on catering to buyers of custom-made clothing. Over the years, we've cultivated a serene and steady growth trajectory, fostering a community of discerning individuals who appreciate our craftsmanship and attention to detail. Even amid the challenges posed by the COVID-19 pandemic, we remained steadfast in our dedication to providing you with exceptional products and service.
However, in March 2023, we made a decision that, in hindsight, we regret. In our eagerness to expand our reach, we broadened our advertising efforts to include all suit buyers, not solely those seeking custom-tailored garments. The response was overwhelming, with sales skyrocketing unexpectedly (Almost tripled) within a mere 60 days. While we were thrilled by this surge in demand, it soon became evident that our production capacity was severely strained by the deluge of orders.
Moreover, we encountered a new set of challenges. Unlike our customary clientele, who exhibit patience and understanding regarding our production lead times, many of our new customers (accustomed to off-the-rack purchases) demonstrated a heightened sense of urgency, inundating us with inquiries and concerns. The influx of communication, with email volumes soaring by nearly 800% compared to 2022, inevitably led to delays in our response times, for which we sincerely apologize.
Due to delayed deliveries and slow email responses, the dissatisfaction rate surged to 5% in October 2023. Given that our sales in 2023 averaged about 1,000 suits per month, this resulted in approximately 50 unsatisfied customers each month, which was quite alarming.
It took us nearly 10 months to navigate through the production and customer service crises precipitated by this sudden surge in demand. Through this ordeal, we gleaned a valuable lesson: sustainable growth hinges on our ability to align production with capacity.
Hence, effective 2024, we are implementing the following changes to better manage our operations and enhance your experience with NCG Tailor:
1. Limiting Shipping to the USA:
Regrettably, we must temporarily restrict shipping to the USA only. This decision is necessitated by our current production capacity, which cannot accommodate the volume of orders from other regions at this time. We extend our sincerest apologies to our valued customers from Australia, Canada, England, and New Zealand.
2. Policy on Order Cancellations:
We understand your feeling of uncertainties that may accompany a new purchase. However, we kindly request your understanding and patience regarding our production timeframe of 4-6 weeks. Should you choose to cancel your order within this period, regardless of the reason, please note that your NCG Tailor account will be permanently disabled, precluding future orders.
3. Short-Term Promotions:
While we will continue to offer promotions occasionally, these will be of short duration.
Looking ahead to 2024, NCG Tailor is transitioning from an internet-centric sales model to one driven primarily by customer loyalty and referrals. We are immensely proud to share that 85% of our sales now originate from our loyal customers and their referrals, underscoring the trust and satisfaction they have in our brand. With a remarkable customer retention rate of 60%, we are humbled by the self-perpetuating network of satisfied patrons who contribute to our continued success.
In closing, we express our deepest gratitude for your patience, understanding, and continued patronage. Your unwavering support inspires us to strive for excellence every day.
Warm regards,
NCG Tailor team