Thursday, August 23, 2007
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Changes are happening everyday in business, especially in retailing and marketing. After 35 years in the marketing business, I'm convinced that a lot of companies talk about branding but few really understand the importance of developing a brand both with the consumer and with your employees. This site will give those of us who watch the retail and advertising business an opportunity to share our views on why some companies succeed while others struggle to survive.
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3 comments:
I had a great customer service experience at Best Buy this past weekend. This was in contrast to past experiences where you would be very lucky to find any service when visiting the store. On May 28 I purchased a Samsung remote earpiece for my cell phone. Last week the plastic clip which wrapped around the ear snapped and was not repairable. It was also nearly 60 days past their return time limit of 30 days and I did not have the original receipt (although I did have my credit card bill which showed the purchase) and to top it off I did not have the credit card with me which was used to make the original purchase (required).
The clerk at the return desk looked at the situation and reviewed all of the above. He then directed me to get a replacement off the rack and to come back to the front of the line and he would process an exchange. Back at the rack, I discovered they were out of the model originally purchased. The floor clerk showed me an alternative which was a small upgrade in price and better technology. He then escorted me to the front of the returns line. The clerk who originally helped me had left the counter. The floor clerk went out on the floor and found “my guy”. He immediately processed the exchange without a question or comment and indicated he just wanted me to be able to get what I wanted and maybe do some more shopping.
This was an amazing experience for me as the customer. Best Buy has really gotten their act together in the past several months. (Maybe the company is making your blogs required reading to their employees.)
DB, San Diego
Thanks, Don. One of the reasons that Best Buy has grown to be the number one in market share in their category is because of their emphasis on service, personified by your experience. Circuit City on the other hand continues to take away service and experience and their share has gone with it.
Lessons learned.
I do agree that Best Buy does a great job as far as service goes. However, I have a short story to show someone who does even better than them. I bought a brand new iPod touch the first day they were out without buying the optional extended warranty from Best Buy. Later I found that the screen was working correctly. I called Best Buy to find out what to do and they said that since I don’t have the Best Buy extended warranty there wasn't really anything they could do.
So, I went only to apple's retail website and scheduled an appointment with a "mac genius" later that day after work. At the Apple Store I explained my problem and the "genius" looked at the iPod. After looking at the computer and going into the back, he tells me that since I didn't buy it at the Apple Store all he could do was exchange it at the store for a brand new one and not send me a brand new one. I was stunned! So, I didn't buy it at their store, but yet they will give me a brand new one.
Since they were all sold out of my iPod he said that one on the next shipment would be reserved for me and he took down my information. This experience showed me why Apple is constantly ranked so high in customer support and continues to increase its market share. they have truly made customer service part of their brand.
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