Online Customer Service Experience

The degree of customer focus that online consumer companies can achieve, and how much they value the customer relationship are increasingly determining their success or failure. It has been well-documented that companies need to re-focus their businesses around customers rather than products, or their success in the networked-world will be short-lived due to the fact that competitors are just a click away. Id like to tell you a story of an experience I recently had with a company that understands the customer-centric philosophy.

MISSION:

Purchase a new Taylor-Made Driver for my vacation and the 99 golf season via the Internet.

THE PURCHASE:

I visited the OnSale, Inc. web site in search of the club. OnSale is a wholesale auctioneer that allows consumers to bid on unused manufacturer merchandise they are trying to unload. To my delight, they had the club, I placed my bid, and 20 hours later I was one of the winning bids. This was a very exciting experience in and of itself, but now is when the customer service touches kicked in.

MESSAGE #1

Within minutes of the auctions close, I receive an email message from OnSale, Inc. congratulating me on being one of the winning bidders and it set expectations as to when the club would be shipped. Im excited!

MESSAGE #2

Early the next day, I receive an email message saying the club was shipped and it provided instructions on how to track it via United Parcel Service. I check and see its in a California UPS distribution center. Cool.

DAY 5

I noticed that the club is still in California, I live in NJ, and my vacation is only two days away. It does not look like it is going to make it to me in time, and it should have according to UPSs shipping standards. I contact UPS and they admit a shipping mistake on their part which is corrected but they have no way of re-routing the club so I get it faster and in time for my vacation. Bummer.

In disappointment, I contact OnSale seriously doubting that they will be able to help, but I have nothing to loose. They understood the issue and took responsibility, even though I wasnt blaming them. They say they will ship me another club overnight and at their expense. GREAT!

MESSAGE #3

Confirmation the new club has been shipped overnight. Looking good.

MESSAGE #4

Instructions, an RMA#, and the OnSale shipping number to charge to return the original club when it arrives.

DAY BEFORE VACATION

The club arrives in its overnight packaging. Yippee!

VACATION

Play terrible golf, but have a great time.

POST-VACATION

Original club arrives, and I return it per OnSales previous email instructions.

MESSAGE #5

OnSale confirms the receipt of my return merchandise and thanks me for being a customer. No, THANK YOU!

About the Author

Kevin Burke

:To contact see details below.


DBMarkets@aol.com
http://www.msdbm.com