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?
