Companies sometimes forget that not everyone shops on-line. And even when they do remember, they often forget to make sure their on-line and in-store support matches.
For example, have you ever bought something on-line and tried to return it to a brick and mortar store? How did that go? Um…yeah….not so well.
Some companies are striving to narrow this gap and improve the Customer experience. Take this example, shared with me by a friend recently.
My friend bought an item on-line from Best Buy and then went in to the store to pick it up. Best Buy advertised that if you bought an item on-line, you would get a $25 gift card. Sounds good to me. The Customer is incented to order on-line, thus shifting to a self-service mode.
The problem was, in this case, when my friend ordered the item on-line, he had to go to the store to pick it up. Thus, he wasn’t completing the order entirely on-line.
I fully expected that at this point, he would encounter fierce resistance from the store’s employees. After all, I have been a victim of similar situations in which ‘the fine print’ detailed out that the entire order had to be fulfilled on-line.
To my surprise, my friend arrived at the store to pick up his item and was given a $25 gift card. No questions asked. It looks like Best Buy has their act together on this one.
What can we learn from this?
Well, to start with, we need to ensure that our on-line and in-person activities and transactions are synced up. With today’s computer systems, this is becoming easier and easier.
Beyond that, let’s look at what could have happened. Although Best Buy appeared to have synced up their records, if a Customer fulfills part of the contract, is it better to go ahead and give them the benefit of the doubt if their are any issues. I am saying that we should err on the side of the Customer. My friend encountered no issues, but in the event that he had, I think that Best Buy would have taken action to ensure he remain a Customer.
Good work Best Buy. It’s hard enough to retain Customers today, they appear to be doing well in this department.
Thanks for reading,