 Getting
(Dis)Connected
My
friend purchased a desktop publishing computer from
a major online computer hardware vendor.
She ordered the powerful stand-alone workstation configured
just the way she wanted, with a large monitor, big hard
disk and high-speed graphics card. At the same time,
she purchased a top-of-the-line scanner and laser printer.
When the components arrived, she could not find the
cable to connect her computer with the printer. Naturally,
she was concerned and called the vendor. The vendor
told her she should buy a cable from a local
computer shop.
That’s absurd! If she wanted to go shopping for
computer parts, she might as well buy the whole system
from her local vendor.
People buy online for convenience, not to be sent shopping
locally for missing cables.
My friend protested.
The vendor told her to carefully read the packing slip
enclosed with her new laser printer, and pointed out
that a cable for connecting the printer with a computer
was not included on the list.
That’s absurd, too! The vendor may be right about
what’s not included with a printer, but they were
completely wrong about solving her very real problem.
My friend protested again.
At which point the vendor tried to justify why
no cable was provided.
The vendor explained that many customers now buy laser
printers for installation in ‘networked environments’
where the required connecting cables are already provided.
That’s absurdity of the highest order!
The vendor knew my friend bought a stand-alone
system because the very same vendor sold, assembled
and delivered the stand-alone computer to her.
Let me clarify that I admire this computer manufacturer
and vendor enough to own their machines – and
their stock. However, at this point in the story I became
personally involved and wrote directly to the company.
For their persistent justification, bureaucratic inflexibility
and blatant unwillingness to see the world from their
customer’s point of view, this major online computer
vendor became the dubious recipient of an ‘Infinite
Absurdity Award’.
Two days later, the vendor shipped my friend the connecting
cable she required. They had cables in stock all along.
Key
Learning Point
Convenience is a
great value to offer your customers, especially in today's
busy world. But convenience is measured by your customer's
experience, not by your explanations, justifications
or packing lists. The smallest missing item can become
a big customer problem.
Action Steps
Consider every
aspect of your customers' experience from the moment
they order, to the time they receive, install, use, maintain,
upgrade and replenish your product or service. Create
new ways to smooth and streamline the process. Make it
so easy for customers to do business with you that
they don't even consider going to someone else.
Next Article in Customer Service Partners >>
Disneyland Makes Real Magic
First Article in Customer Service Perception Points >>
You Have Leverage. Use it
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