I’m writing this after just getting off the phone with Great Big Gun Accessory Company That Everyone Knows. I’m not pissed, just a little disgusted. I got a 130 dollar tool made by that company, from an Idaho retailer, and the tool is defective.
I called the retailer about it immediately. After some vacillation (first fail) and some obvious back-and-forth amongst the person who took my call and someone else (second fail) they referred me to the manufacturer (third fail).
I then called Great Big Gun Accessory Company That Everyone Knows and got put on hold by a robot. OK; that’s sort of tolerable, as it’s a busy time of day for a busy company in a very busy industry. After only two or three minutes I got a person. I got directly to the point; I had ordered this tool and it has some bad threads.
She actually muttered under her breath at me, as though she’d been robbed few minutes ago and I had just threatened her for her wallet; “Oh, good God…” (fourth fail). She then had to put me on hold (fifth fail) to talk to someone else (sixth fail) after which she went on and on in her Eeyore/Marvin the Paranoid Android tone, (seventh fail) about oh, woe is us; we’re juuust swamped with customer service… (eighth fail) and that she’d take my name and number and someone would call me back, maybe today but probably tomorrow (ninth fail).
There’s a point to all of this, mind you. This isn’t so I can vent my frustration– I’m not frustrated. I got this tool on a lark, because I thought it would be something fun to try. Well, all the fun has been drained right out, but it’s not frustrating in any way because I really have no “need” for this item than can’t be served with tools I already have.
The point is; if you’re in business and you have a customer who has a problem, AND you’re capable of solving said problem, then DO IT, RIGHT NOW. Your customers will absolutely love you for it, and your service will have been so unusually simple and easy that they’ll tell everyone they know about you. That two or three dollars, to fifty or 60 dollars it actually cost you to SOLE THE CUSTOMER’S PROBLEM STRAIGHT AWAY will have been your cheapest and most effective advertizing ever!
The retailer could have solved my problem immediately, without even thinking about it, if they’d simply send me a new part. “No problem, Mister Keeney; we’ll get you another part out to you right now, and you’ll have it tomorrow. Sorry about the inconvenience.”
That is our goal, but we don’t always reach it (for one thing, there is internal disagreement on its merits, if you can believe that). It is an ideal, which will rarely be met in all cases, but it is none the less THE ideal.
This is so very simple, and so very obvious, that practically all businesses fail to consider it. The few who do will rule the retail world. All the rest will have every excuse in the book why they don’t do it, and they’ll all be very reasonable and thoroughly justifiable excuses.
If you HAVE THE ABILITY to solve the customer’s problem RIGHT NOW, that is an OPPORTUNUTY for you and your company. Don’t miss the opportunity.
Meanwhile, after talking to two people, at two companies, each of whom had the ability to solve my problem right then and there, each of whom had to talk to at least one other person who also had the ability to solve my problem right then and there, I’ll be waiting for a phone call (not a replacement part, mind you, not even a promise of a replacement part, but a phone call) that may or may not come in the next 24 hours.
The time it took either one of the two people I spoke with to hum and haw and consult with peers and finally get around to telling me to call somewhere else or to take my name and number for someone else to get back to me, THEY COULD HAVE SOLVED MY PROBLEM RIGHT THEN AND THERE, and so you see, it would be far MORE EFFICIENT just for them, which would free up more customer service representatives to help more customers.
This isn’t rocket surgery.