January 13, 2011

Customer Service Dumb Rules: They Continue to Track Me Down

Three Elements of BE DiFFERENT Marketing
What to do in 2011
Hire for Goosebumps

You may recall my past diatribes on what I call Customer Service Dumb Rules; the Rules, Policies and Procedures organizations put in place for some good reason. But they have the opposite effect and annoy their customers ALL THE TIME.

Case in point:
- my Daughter-in-Law goes into Aritzia, a women’s clothing retailer in Whistler to purchase a T-Shirt;
- she selects one (a $20 item) she likes and goes to the fitting room to try it on;
- she is advised by one of the staff that she cannot take her handbag into the change room. Company Policy!
- however, she is welcome to leave it in a locker until she has made her selection.
- she questions the Rule but is told in no uncertain terms that she must comply if she wants the article;
- she refuses and leaves the store;
- she tells me her story;
- I, in turn, am more than pleased to pass it on to you.
- and I hope you pass it on to others.

Aritzia has lost a customer for life. An honest consumer who likes to shop. And for what? A Rule that meant to prevent theft. But all it does is make an honest person feel guilty. You are presumed Guilty for a crime you haven’t committed. WOW! What a great way to establish trusted relationships with your customers in a tough economy where competition is intense and everyone is chasing the illusive loyal customer. Dumb and Stupid way to run a business. But lots of opportunity for other Retailers to get an advantage over them.

This Rule is out-of-touch on so many levels:
- theft is your problem, Aritzia. Figure out how to deal with it and not assume that everyone that walks into your store is going to steal from you;
- the Rule is applied to everyone and yet the theft is the result of the Few. Really? Punish everyone because of the actions of a few people who choose to commit the crime. Dumb.
- it does nothing to enhance your brand, Aritzia. Brands are controlled by the conversations of people about you. This conversation is not going well for you. I see you as an internally-focused organization with rigid Rues that punishe people. Not true? Then you need to change your ways.
- no discretion is given to the serving employee who just MAY believe someone poses a low theft risk and decide NOT to impose the Rule.
- empower your people, Aritzia, to bend the Rule when they feel it is necessary to do so.

Got a Dumb Rule to share? Send it along to me

Cheers,
Roy


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Posted 1.13.11 at 06:00 am by Roy Osing | Read Comments (0) | Leave a Comment