The Yin and Yang of Dealing with Good and Lousy Customers
I called corporate. The guy said, well, I'm not supposed to do this but I can give you a $45 gift card and you can use it at Best Buy. I told him if I bought something and returned it, you would charge me a restock fee on the item and then send me a check for the remaining $3. You can keep your gift card, I'm never shopping in Best Buy ever again, and if I would of been smart, I would of charged the whole thing on my credit card! Then I could have canceled the transaction.
I would of gotten all my money back including your stupid fees! He didn't say a word!
I informed him that I was going to e-mail my friends and give them a heads up on this store's policy, as they don't tell you about all the little caveats.
So please pass this on. It may save your friends from having a bad experience of shopping at Best Buy
Takeaways to Consider
- As a result of this letter, I will think twice about ever shopping at Best Buy.
- If this letter was forwarded—and re-forwarded—around the world, tens of thousands of wary prospects will drive right past Best Buy make a point of shopping at Wal-Mart, Target or Radio Shack.
- It is assumed that you analyze your customers every which way to Sunday. The simplest formula in the direct marketing community is recency-frequency-monetary value (RFM). (Other highly sophisticated systems are available and should be looked into.)
- Divide customers into quintiles, with the top quintile being your caviar and cream.
- The bottom quintile is very likely costing you money.
- The object of marketing is to move customers in the second quintile into the first quintile, the third quintile customers into the second quintile and so on.
- In direct marketing, it is relatively easy to control the bottom quintile by marketing to it with less frequency, but keeping the addresses current so you can make money off of list rentals.
- In retail, the bottom quintile is a nightmare. It's tough to keep undesirable customers out of stores. One possibility is to divide the bottom quintile into its own quintile with the bottom two-fifths—the serial returners and shysters whom you do not want as customers—dealt with firmly.
- This must be handled with great delicacy. Otherwise consumer activist groups can get on your case and create a flurry of poor publicity.
- When you go to www.bestbuysux.org, you will find that Best Buy owns it and has turned it into a sales pitch for its products and services.
- You may want to own the following URLs: www.[YourCompanyName]sucks.org and www.[YourCompanyName]sux.org and follow Best Buy’s example.
- It used to be axiomatic that a happy customer will tell three people; an unhappy customer will tell 11 others. Today, with the Internet, an unhappy customer can tell the entire world.