Insights

Do It Right Or Don’t Do It At All

Saturday, October 21st, 2006 by Tim

I needed to buy an iPod for a gift and I thought I would try Best Buy’s in store pick-up.  I love the concept – buy your product online, select the closest store that has the item in stock and in about an hour it will ready for pick up.  The convenience of online shopping without the wait or cost of shipping.

What I didn’t realize is that the pick-up area for online orders (at least at my local Best Buy) is the customer service desk, which also handles returns.  Not only are those desks notoriously understaffed (there was one person working), but since returns never seem to be straightforward the wait can be quite long.  When I arrived, I was 3rd in line and it took over 15 minutes for me to pick-up my order.

Given that there were no check-out lines and the store wasn’t busy (except for the returns), I have no doubt that I could have just walked into the store, found someone to get the iPod from the locked case, and paid for my purchase all within about 5 minutes.

After I left the store, I noticed that my receipt had a customer service number listed and I figured I would call to complain.  However, to add to my frustration, there was a 45 minute wait to talk to a customer service agent.  Needless to say, I won’t be visiting Best Buy anytime soon.

The bottom line – if you are going to roll out a new service, make sure you take the time to do it right.  In this case, Best Buy turned a loyal and satisfied customer into a frustrated one by the delivering the exact opposite of what it was supposed to be offering.

This entry was posted on Saturday, October 21st, 2006 at 10:27 am and is filed under Brand Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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