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The Customer's Not Always Right
This past Christmas I purchased outdoor lights for my new home. I was very excited to deck the halls for the first time. When I got home and opened the package, instead of white lights I had bright blue -- not the look I was going for. I felt embarrassed walking back into the store to explain how I had no idea what I was buying, but could I get a refund anyway? Had someone taken the time to educate me on the different types of lights and what kind of plug I'd need for it, I wouldn't have made the mistake, and my experience would've been better.
This is happening more often as products get more complex. Who's in charge of educating the consumer -- the retailer, the manufacturer, or the consumer himself?
Today's 1to1 Weekly lead story highlights the issue as it pertains to HDTVs. Many consumers bought them this holiday season, not realizing they needed an HD signal from their cable provider or an upgraded service plan. Some experts argue that since the retailer interacts directly with the customer, it's their job to train. Others see it as an opportunity for a manufacturer to build loyalty with consumers where they might not have the chance to interact with them. Unfortunately in many instances, both the retailer and manufacturer blame the customer if things don't go well.
Do you think organizations today do enough to educate their customers? Do customers need to take more responsibility for educating themselves?
I believe that a great majority of companies do an excellent job of putting needed information in the customers’ hands. At some point, customers must take responsibility for learning about the products and how to use them correctly. America has enabled generations of citizens who take no responsibility regarding the proper use of items they buy; a lawsuit has replaced the consumer’s own accountability. When people need directions and cautions written on a bar of soap, something has gone too far.
[In the 1to1 Weekly editor's letter you said: There's a retail store in the New York area called Syms that used to use the tagline, "An educated consumer is our best customer."]
The trick here is in subtly of the verbiage. Syms uses the term "an educated consumer." It indicates a consumer who is already knowledgeable. If they are they will appreciate the brands and quality of the Syms merchandise at a very low price. What Syms does not do is educate the consumer. This is true in many categories. I just had Cablevision service here and because Verizon FIOS is coming to the area soon Cablevision has brought in their best people to the area so they can educate and explain while they fix it right. I learned more about my cable in an hour than I had known up to this morning.
Yes we do need to know a lot more. Going to an Apple Store also is a learning experience. The secret is that Apple and Cablevision are in a position where they can afford to provide high quality service and realize they need to do this to protect or expand their market share. The Best Buy, Circuit City, Home Depot model is to come into an area, provide first-quality service and low prices, and run off all the little stores that use to provide plenty of education with their service. Once they go out of business then the big box guys pull back, lower the standards for help and the number of employees and there is no there there. It is hard to remember that Home Depot's initial claim to fame was that plumbers staffed the plumbing aisle and electricians the electrical aisle.
I think the real losers here are not just the consumer but the companies that make a better product. If there is no one the customer trusts to explain the real differences in products the customer goes for price. Of course the harping from all angles about price does not help because we are constantly being told that we are fools for paying more. Whereas the real question is why are we paying more? I keep telling my 91-year-old widowed mother, who lives alone in a 3500-square-foot house, to ignore price and go for quality, service, honesty, local people who answer the phone, etc. In other words she can afford it so avoid aggravation and feel comfortable with the people who service her.
I guess I am saying that customers do not need to be more responsible for their education they need to be taught that it is OK to consider a whole raft of services including education not just price in making a but decision.
The world of high-definition TV, analog vs. digital signals, LCD vs. Plasma, Blu-Ray vs. the recently deceased HD disc … is all very confusing to the average consumer.
Having joined this retail world just three years ago, I walked into this position just as confused as any average consumer about these topics.
But as a local specialty retailer selling among other things HDTV’s, we have taken the lead role in educating our customers about any or all of the topics above. Our sales consultants don’t just sell a product (a big screen TV) to a consumer, but an experience. This experience includes a thorough understanding of the source of high definition content that will help our customers fully enjoy their new purchase. We make sure that every single customer who walks into our store with this purchase in mind thoroughly understands the various options for high-definition content and have established a strong relationship with our local cable operator to offer the purchase of cable content at the time of sale.
Even though we compete with our “big box” brothers and their enormous marketing budgets, we offer the kind of education to our customers that results in less than a 3% return rate (and even then, this might be for an upgrade to a larger set, since apparently size does matter).
All of us – manufacturer, retailer, content provider – have a responsibility to educate the consumer about their purchases to ensure their ultimate satisfaction. And the only way we can survive in the long run against the Best Buy’s of the world is to offer a better overall experience and knowledge that keeps our customers coming back.
Thanks for the article and the reminder of the importance of our roll in this equation.
I believe you got some of the info wrong. My understanding is that HDTV has not been mandated by government regulation, but rather DTV (digital tv) is the one that's mandated. They are different! Of course, all TV has some regulation - the FCC!
"Since HDTV was mandated by government regulation, the government should have provided the first line of education -- which it did, to some degree, Rogers says."
http://electronics.howstuffworks.com/hdtv1.htm