The bar has been permanently raised. Companies like Zappos, L.L. Bean, and Amazon.com have set a new standard in customer service. There’s simply no going back, but apparently many retailers still haven’t received the memo.
I recently purchased a gift card at the clothing retailer Forever 21. When I submitted the order, I waited for my confirmation receipt via email. I waited several days but nothing came. A week passed; still no word. I logged into my account online to double check that my order was placed. The order was listed but no other information was provided.
I called the customer service center. Apparently, I missed the fine print that my order would be received within 5 to 10 business days. When I asked when it was supposed to ship, the rep replied, “I don’t have that information.” To prevent further delay, I inquired how I could change the shipping address to ensure my niece would receive her gift before graduation day. I was told, “You can’t change the order once it’s been submitted.” Even though the order hasn’t been shipped? The rep repeated, “You can’t change the order.”
With every question, I became increasingly frustrated by the customer service rep's lack of creativity. She was clearly sticking to the rulebook and primed to say “no" with every inquiry.
I asked one final question, “Can I just cancel my order?” Finally, I got a “yes.” The customer service rep replied, “I’ll go ahead and cancel your order. Can I help you with anything else?”
No, you’ve done enough.
Forever 21 needs to take a lesson or two from Zappos. At Zappos, customer service is an art form, not a necessary evil. It’s not relegated to a specific department, but rather cultivated throughout the entire organization.
CEO Tony Hsieh understands the importance of communication and perceives the telephone as “one of the best branding devices available.” Representatives of their Customer Loyalty Team are not evaluated by length of call time or sales-based performance goals. In fact, team members are expected to ensure that the customer’s needs are fulfilled—however long it may take. If Zappos doesn’t have a specific size or style in stock, customers may be directed to competitors’ websites.
Hsieh explained, “People may not remember exactly what you did or what you said, but they will always remember how you made them feel.” So even if a sale is lost in the moment, the investment pays off in the long run.
Forever 21 not only lost a sale, but most of all, a customer. When the bar is raised this high, who can afford to be Forever Mediocre?
Totally Mediocre is an understatement. I bought a $2.50 tank top from Forever 21, and it was not until a few days later that I noticed that the tank top had a rip in it. I had misplaced the receipt, but the shirt still had the tags on it. When I went to exchange the tank top at the store, the store manager refused to exchange it without a receipt. When I asked her about other alternatives, she began looking for my receipt in the computer based on the approximate time and date of my purchase. After searching for a half hour, she told me that nothing could be done. Needless to say, the cost benefit of this transaction did not make any sense. The store manager, I hope, was making more than $2.50 for the time spent on my complaint, AND they have also FOREVER lost my patronage.
ReplyDeleteI was not the only unsatisfied customer in the place. I was waiting with two other people who had also lodged similar customer service complaints. All the while, the store manager was handing out paychecks to her employees (in Union Square, NYC) on payday, and she had to ask the employee for his/her name. A store manager who is not empowered to make a $2.50 t-shirt exchange, and who doesn't know all her employees names - something must be wrong. FOREVER 21 can stay FOREVER off my brand shopping list.
Lisa, thanks for your comments. Apparently, Forever 21 is notorious for substandard customer service. On an independent consumer affairs website, there are 7 pages of complaints against Forever 21--from shoppers across the U.S. and abroad:
ReplyDeletehttp://www.consumeraffairs.com/retail/forever_21.html
I totally agree.
ReplyDeleteTrip assurance is huge. Especially in todays economy where consumers are considering their drive and time as part of the cost of the product. In essence is not about $2.50
Right, and you can shop with complete confidence at Zappos knowing that if a shoe doesn't fit, you can return it. Zappos has a 365-return policy, and interacting with one of their customer loyalty reps will most likely be a good experience.
ReplyDeleteLisa also made a good point that something must be wrong when a store manager is not empowered to make a $2.50 t-shirt exchange. At Zappos, empowerment starts with the reps. You'll rarely hear them say, "I need to check with my supervisor (or manager)." The reps are trusted to make the best decision, in the moment, in service of their customers.