Marketing should share responsibility for revenues and customer experience, but in a recent Eloqua whitepaper only nine percent of marketers surveyed felt customer experience was the most important measurement of their ROI.
If cashiers are tasked with the responsibility of explaining to one customer after another is and is not allowed to be included in a coupon offering, the pricing on such items should be evaluated.
He now takes responsibility for every item Patagonia has ever made promising either to replace it if the customer is dissatisfied, repair it (for a reasonable fee), help resell it (Patagonia facilitates exchanges of used clothes on its website), or recycle it when at last it's no longer wearable.