Sunday, March 06, 2016
How far should a company go to keep frustrated customer happy?
Should a company do whatever's reasonably possible to keep a frustrated customer happy?
A reader -- let's call him Max -- purchased a new laptop computer last September. The company gave him a $50 gift card that he could use to buy any accessory from the manufacturer's website.
Max set up his new laptop.
After two or three weeks, he noticed that while his wireless connection worked fine when he was outside of his home, it regularly disconnected when he used his new laptop at home. None of the other equipment hooked up to his home's wireless router -- his wife's laptop, their cellphones -- had trouble staying connected to the wireless signal.
Max called the manufacturer's technical support line. The technician walked Max through several diagnostics and ended up staying on the phone more than an hour. All worked fine for a day, but then the dropped wireless signal resumed. Again, Max called support. Again, he spent several more hours on the phone.
"Could it be my router?" Max asked the technician. He was advised that before he started replacing any additional hardware, they should figure out if the problem had anything to do with his new laptop.
The problem persisted and Max spent several more hours on the phone. He again asked if he should buy a new router. He was told to hold off since the manufacturer was going to send a replacement wireless card.
A local technician installed the new card and checked out Max's laptop. After it seemed to work, he left Max's house. Before the end of the day, the dropped signal problem resumed.
Max finally decided to purchase a new wireless router hoping that might solve the issue. When he went to apply the $50 gift card to his online purchase, he was alerted that it had expired.
Several calls to the manufacturer explaining that he only waited to purchase the router because the manufacturer advised him to wait were met with little sympathy. "There's nothing we can do," he was told. Rather than spend more hours on the telephone, Max purchased the router, set it up, and has had no problems with his wireless connection since.
Should the company have honored the gift card, given that its representatives had advised Max to hold off buying the router?
While it would have been a minor cost to keep a frustrated customer happy, the company had no ethical obligation to honor the expired gift card. The right thing would have been for Max to let the technician know about the gift card and the expiration date right from the start in case that might have influenced his advice to purchase a new router. Max didn't do that, so the cost of the router is on him.
The manufacturer may have been in the right to refuse the gift card, but in the process it lost a long-time customer who had spent thousands on at least a dozen computers from it over the years. Max is determined to purchase his next laptop someplace else -- and he'll probably update his router then too.
Jeffrey L. Seglin, author of The Simple Art of Business Etiquette: How to Rise to the Top by Playing Nice, is a lecturer in public policy and director of the communications program at Harvard's Kennedy School. He is also the administrator of www.jeffreyseglin.com, a blog focused on ethical issues.
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