Handle with Care: How Delivery Impacts Delight

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With renewed fitness goals in mind, my mother and I searched for an exercise game that would jumpstart our efforts. We shopped around for something that'd be both fun and compatible with our Nintendo Wii. While the system may be older--I haven't really kept up with video games since college--we were able to find a Zumba game that was seemingly entertaining.
Customer Strategy

With renewed fitness goals in mind, my mother and I searched for an exercise game that would jumpstart our efforts. We shopped around for something that'd be both fun and compatible with our Nintendo Wii. While the system may be older--I haven't really kept up with video games since college--we were able to find a Zumba game that was seemingly entertaining. Oddly enough, after weighing our options, we discovered that Costco offered the best price online, so we ordered the game and had it delivered, as it was unavailable in-store. Our package arrived rather quickly, but once we opened the box, we understood that, as the saying goes, you get what you pay for. While the outer shipping box was fairly intact, the product itself was mangled beyond belief. Here's proof:

Considering the item was somewhat delicate, we were amazed at just how battered the box appeared to be. We refused to open it to examine the contents. Instead, we immediately headed to the physical store to return it in person, as we wanted to make sure no one thought we were responsible for its horrendous condition. Once we reached customer service, even the man running the desk was disgusted. (He was so shocked, that he even started showing it to his co-workers in disbelief.) He gladly refunded our money, no questions asked, while his friendly demeanor allowed us to emerge from this unpleasant experience with a positive outlook.

Despite the outcome, however, we were ultimately inconvenienced simply because those responsible for "handling" the products allowed something incredibly subpar slip through the cracks and into our hands. Not only did we have to look elsewhere for the given product--we ended up purchasing the same game from Target for nearly $10 more--but we also refuse to buy from Costco online ever again. Treating your products with such disregard reflects upon your customer strategy, as complete satisfaction should be the brand's top priority. If the company cares so little about the quality of the goods they've shipped, how can we trust them to care for the consumer? Actions speak louder than words, after all. And, while the man at the physical store was more than willing to delight, this mindset must permeate the entire enterprise if they wish to maintain trust and loyalty.

EXPERT OPINION
EXPERT OPINION