I want to relate an experience I had yesterday at Best Buy trying to buy a notebook computer. I recount it in all its gory detail to make a point about customer service or lack thereof. It goes like this:
I ask Dave, a friendly young saleman to look up the best price a specific computer had sold for. You should know that any Best Buy employee can look up the store’s best price on any product simply by punching the code into the store computer. Dave quotes me a previous sale price $200 less than the current store price. I ask Dave if I can buy it at the lowest sale price instead of waiting until they run the sale again. He says no. I then ask if they would match the Amazon online price, which was slightly higher. He asks the floor supervisor, Jim, if the store would match the Amazon price. Jim, a sour faced young man, says no. I ask sour faced Jim if he had any suggestion how I might get the sale price without having to wait for the next sale. Jim’s reply: “Buy the computer & if in the next 14 days it goes on sale, we’ll give you the credit” I said “Well, what if the sale is day 15?” Sour faced Jim says “We won’t give you the credit”. Fine, that’s the company policy, I accept it. Any other ideas Jim? “No.”
Sensing that Jim just had no use for a guy like me looking to make a deal, I went to speak to the store computer department manager, a nice enough fellow named John. I introduce myself and ask John if I could purchase a notebook computer that had been on sale for $200 less than the current price. John says “That price was below cost & I can’t give it to you. But, I’ll split the difference & take $100 off the price.” Good, we’re heading in the right direction. I’m sensing great customer service. So I plod ahead. I respond, “Thanks Jim, that’s a generous offer but could you do any better? I can buy it at Amazon for a little less.” Jim then asks to see the Amazon printout I have. I oblige. Jim takes the printout & goes backstage to speak to a colleague. He & his associate return and John says “It’s your lucky day, we’ll sell it to you for the Amazon price.” I accept. He extends his hand & I shake it. DEAL! Wow, Jim (& his crony) know, or were taught, that it is easier to keep a current customer than get a new one and, therefore, do what you can to keep your current customer happy. I’m thinking “I love Best Buy.”
Now before you get ahead of the story & think I am going to slam sour faced Jim for his brusque manner, let me explain how John turned out to be the idiot of the tale and Best Buy the loser. (Sour faced Jim stayed the same.)
John takes me back to, who else but, sour faced Jim & says “Give this man the computer at the Amazon price of $” Jim proceeds to ask me about purchasing extended warranties, spyware & virus protection. “No thanks Jim, just the computer”. Now we’re getting to the good part.
As sour faced Jim starts the paperwork, he asks to see the Amazon printout, which I again produce. Jim, obvioulsy miffed at my going up the chain of command to get this great price (or because I turned down his extended warranty & spyware), decides to call John. He informs John “Did you know the Amazon price was after rebate?” I’m told to wait. I sense Jim is trying to sabotage the deal but I have faith in John’s customer service sensitivity and, more importantly, being a man of his word.
John then appears & says “I’m sorry, we can’t match that price because of the rebate. You didn’t tell me.” Whoa now horsey, what’s that you say? I remind John that I had come to him to get the lowest Best Buy sale price & had only mentioned the Amazon price to get closer to it as we were negotiating. Upon his request, I had handed over the printout which had both prices, the second price clearly stating “Price After Rebate” in bold print & rebate $100 underlined just above it. He had shown it to another Best Buy person before agreeing to the price. I say to John “You saw the printout which clearly said price after rebate, why did I have to tell you?” John’s reply: “It was my mistake, sorry.” I say, “John, are you now telling me you won’t honor the price?” He answers “I can’t do it”. Still he tries to persuade me to buy anyway with this reasoning: “If you buy it, you will save the extra money because you are a Rewards member.” I tell John “that’s not the point, you are going back on your word over $40. Surely $40 won’t break Best Buy’s back”. My wife, always the realist, says to me, “so he didn’t keep to the price, it’s only $40 and you are still getting a good deal, just buy it.” I refuse on principle (what else). Those you have been in similar circumstances know what I’m feeling. (I even think I saw sour faced Jim unsour his face for a moment when I said I was taking my business elsewhere, which only added to my displeasure.)
Now, I am sure there are many who would side with my wife and have eaten the $40 difference (which I would get back on rewards anyhow). But the point is I relied on John, his word, his handshake. Reneging on a deal, especially of such small magnitude, is the height of poor customer service. It will kill a customer’s trust faster than a swatter to a fly. Customer trust is what branding is all about. Once lost, it is difficult to regain.
The result was a lost purchase for me temporarily because I will buy the computer somewhere else but a lost sale for Best Buy permanently. It’s not like the next customer will buy an extra one to make up for the one I didn’t buy. The store sales number for the month will forever be less my sale. But more than that Best Buy lost a customer & my future sales. A pissed off buyer will not buy from you again just for spite, which is irrational & therefore not remedied with logic or commercials. As my wife can testify, this story will also be repeated by me when the occasion arises. More badwill will be spread.
Now, I am not saying I will never buy at Best Buy again (never say never). In the short run, definitely not. Over time, I will check their prices. But if they do have the lowest price, I will take it to Circuit City or another competitor & let them match it. Only if they have a product no one else has at a price no one can beat will I buy from Best Buy. Not likley. And all over a paltry $40. Such is the power of principle, betrayal, lost trust, $40 & poor customer service.
Now handshake John & sour faced Jim will not feel any effect unless I write to Best Buy corporate it makes it to their files. If Best Buy had a customer feedback policy they would know about employees like sour face & handshake and make it their business to educate them on the cost of poor customer service.
Best Buy might take a lesson from Verizon, who have given authority to all their customer service reps to authorize instant credits to customers up to whatever the small amount. Why? Because Verizon realizes that a few bucks is worth the price of a satisfied customer.
















