Customer Facing Marketing.


If this were a conference presentation, you might call these case-studies but really they're just personal customer experiences I've had this week.

1) A made to measure order from a household furnishings store. Delivery time 3 weeks "but will probably be ready in two - we'll call you". Four weeks later - no call. The response to my enquiry, "it hasn't been delivered yet, we'll call you when it is."

No apology = No repeat sales.

2) A twenty month old television explodes. It's no longer under warranty and the supplier doesn't accept (yet) that they sold me a defective product. Repair quotes vary from person to person and ultimately a sliding scale discount is offered due to age of product. Throughout the saga, the staff have been courteous and tried to help, but the processes and the incomprehensible paperwork have made it seem adversarial.

No transparency = No repeat sales.

3) A bottle of beer in a case clearly had a defective seal and I suffered a less than enjoyable taste sensation. The other bottles, so far, have been fine. I return the defective bottle to the supermarket complete with empty carton. I barely have to say a word before I receive a complete apology, a free case of beer and a gift certificate.

No arguments = No end of repeat sales.

Sainsbury's - from whom I made the smallest purchase - understand that it's all about customer service and word of mouth (and always has been). The other two don't.

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