Photographer Erik Pierce of Paparazzi Tonight thought the person on the phone did not understand him. Pierce had dropped one of his electronic flash units, breaking off a piece of the reflector. He called AlienBees, the manufacturer, to find out how much it would cost to fix or replace. They said they would send a free replacement.

"But I dropped it."

"No problem," said the AlienBees representative, "It should have been stronger."

AlienBees replaced the part for free, and they also included free, expedited shipping. I would say that this is a company that not only believes in its products, but also believes in its customers and the mutual value of long-term relationships.

AlienBees is a company of Paul C. Buff, Inc, which also owns White Lightning, another brand of electronic flashes and accessories for professional photographers. Pierce says that AlienBees makes his business possible.

"They developed the ring-light flash we use. It enables us to use a 1-light system vs. a bunch of stands, strobes, soft-boxes, cables, etc. AND it produces that Hollywood lighting that is so distinctive."

Other companies make ring flashes, but according to Pierce, they cost two-to-three times as much as the AlienBees version. "That is what Paul C. Buff Inc. does. They find out what people are interested in, and then re-engineer it to be cost effective and, in most cases, just plain better than what was previously available."

According to the Alien Bees website, "The first priority at the AlienBees^TM headquarters has always been thorough and unending customer support, which is why all AlienBees^TM flash units and accessories are only sold factory direct. We are happy to provide you with any help, technical or otherwise, as no question is too big or too small. When you call AlienBees^TM, you'll talk directly to one of our live earthling representatives, not a series of push 1 for this, and push 4 for that."

Pierce confirms this last statement: "I like the fact that when you call, a real person answers the phone."

A quick review of online photography forums indicates that Pierce's high regard for the company is not unusual. People rave about the products and then casually compliment the "great...outstanding...exceptional" customer service as if it were an afterthought.

But of course, exceptional customer service is never an afterthought. How many companies would have viewed Erik Pierce's mishap as an opportunity to sell a new unit? AlienBees saw it as an opportunity to wow a customer. And as you can see at the Paparazzi Tonight website, that happy customer is wowing plenty of others.