Sunday, October 06, 2013
We got your cell phone right here
My cell phone died and I was overdue for a new one on my service contract.
A salesperson in my service provider's store in Cambridge, Mass., where I work, kindly told me that he saw the phone I was looking at in his store at Best Buy for $100 less than the service provider was asking.
When I got to the screen on Best Buy's website to see where I could pick up the phone, it read "unavailable." I tried other ZIP codes in Massachusetts and got the same result. I tried my sister's ZIP code in Minnesota. Same. Best friend in Burbank? Zip. No availability anywhere I tried.
I called Best Buy's customer service number. A pleasant-enough customer care representative also checked online and got the same disappointing results. He promised to notify "corporate" of the mistake so they could take the offering down.
It turns out, however, Best Buy wasn't out of the phone.
"We do have one phone in our Cambridge store," Jeff Shelman, a senior manager in Best Buy's corporate public relations office said. But Best Buy's policy, he said, is that if only one item is left in stock at the store, it doesn't show up on the company's website. "We want to guard against the customer getting to the store and being disappointed."
Had I typed in the ZIP code for New York City, Shelman said, I would have found that a store just north of Houston Street had two phones in stock.
In an effort to potentially avoid disappointing a customer, Best Buy ended up not only disappointing a customer, but also losing a sale.
If Best Buy truly wanted to act in the best interest of its customers, it would indicate somewhere that even if its website shows no products in stock the customer might want to also check the store in person. Certainly Best Buy should empower its customer care reps to be able to check inventory and make this reasonable suggestion.
"When a product is nearing the end of its life," Shelman said explaining the attractive sales price, "we try to eliminate inventory. There's not an infinite number of these products."
In fact, he said, the product I wanted had been put on sale 57 days before I tried to order it. Had I tried to buy it then, I wouldn't likely have faced the same shortages. I pointed out that I didn't need a phone back then.
Shelman said that a new ship-from-store pilot program that Best Buy is rolling out in 50 of its 1,000 big box stores might prevent such encounters as mine in the future. Under the program, I would have been alerted that the store in New York City had phones in stock and one could be shipped to me from there. In other words, I wouldn't have had to guess what ZIP code to plug in. Presumably, this would also better equip the customer care people to better assist customers.
The program seems a good start. Better still would be to let customers know when you have a policy designed to try to quell their potential disappointment so they can decide for themselves how to act.
Jeffrey L. Seglin, author of The Right Thing: Conscience, Profit and Personal Responsibility in Today's Business and The Good, the Bad, and Your Business: Choosing Right When Ethical Dilemmas Pull You Apart, is a lecturer in public policy and director of the communications program at Harvard's Kennedy School.
Follow him on Twitter: @jseglin
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