Retailers spend a lot of time trying to figure out how to create loyal customers and then they speand a lot of time putting in policies and procedure that are designed to rarely help the customers.
I've been having problems with my favorite pair of glasses and it seems the coating I have was defective. But, they're just over two years old and I can't get any help at all from Lenscrafters, where I bought them. They don't sell my frames any more, so I've asked to just have new lenses made. Nope, they only sell their frames for one time usage. Now, I'll know they'll tell me some story about how that's for my protection, blah, blah, blah. But really, it's about selling me frames. And, if they sold my frames, I might actually consider it. Well, no I wouldn't. It's stupid. They're freakin' titanium frames that will probably outlive me. They don't stretch. They don't lose their shape and I bought them at Lenscrafters to begin with. Their rules are just lame. Especially given that I've been to three other stores that would sell me new lenses. Small, individual stores that know how to retain their customers. In fact, as we left the small store in Montclair, Sydney remarked that the people from Lenscrafters should come here for training, since he knew so much more about glasses then they did at Lenscrafters! Lenscrafters, yes you may be less expensive, but since you've put making a buck by selling me new frames over servicing me, I'll take my business elsewhere. Actually, I just found out the buying the lenses I have would cost just about the same price at my place in Montclair and I wouldn't have to buy new frames too.
Secondly, my wife lost one earring that Sydney & I gave her for Christmas. I can't imagine that this is a rare occurence. Yet, Kay's, where we bought the earrings, only sells pairs. Why couldn't they have extra earrings around for these times? We'd pay for it, it's just annoying to have to pay for a whole pair of earrings when we only need one. But, once again their policy doesn't allow things like this.
Folks, retail's in the tanks right now. You look around and see that your customer has zero loyalty to you in many cases. Why not look for ways to increase loyalty and increase revenue rather then always looking for ways to cut expenses. Maybe, just maybe, we'd buy more from you.
David,
Hate to be harsh but.....
"Have you considered that you are in the wrong here?"
Where is the loyalty of "the customer" (not the retailer as your post highlights).
You personally chose to shop at Lenscrafter and not the specialty shop in Mountclair (presumably to save money).
Kays again is high turnover lower margins operation....and probably all the way down their production chain all the way to the diamond cutter working in sweatshop conditions in India.
It's not like Kays can call up a local goldsmith and ask for them to knock up a duplicate of your earring for a special loyal customer who finds themselves in a bind.
Their backend BI platform wouldn't even know what to do with your order even if the front clerks wanted to help.
Not trying to be adversarial but maybe this insight could be looked at with regards to your own business.
Is the customer right or wrong in your own consulting practice?
Where is it that Brand Experience Labs can be delivering "over and above" the customers expectations and not trying to cut costs.
Cheers,
Dean Collins
www.Cognation.net
Posted by: Dean Collins | February 17, 2008 at 11:23 AM
Dean:
Excellent points. Yes, I do sometimes, probably many times, shop myself on price and not on the real qualities that we talk about at BEL. And yes, both of the examples above might have started with something we did (we lost the earrings after all), but my frustration comes more for how they handle things more then what they eventually do. For example, it seems that the lens might have had a defective coating. I've taken it to Lenscrafters for months and each time I've been given a different story and explanation. For example, yesterday was the first time I heard the "frames were sold for single use." Had I been told that at the time of purchase or at any time during the last 6 or so visits to Lenscrafters, it might not bother me as much.
What's interesting is that you're 100% right. Most of us buy some, if not all of what we buy on price. And as retailers raise prices and cut corners, the differences between the large companies and the small, local shops become on one hand less important (on pricing) and on the other hand more important, the experience.
Thanks for keeping me on my toes and making me remember my own interactions on the experience trail!
Posted by: David Polinchock | February 17, 2008 at 07:19 PM