Jean-Louis Gassée, Monday Note:
When I was selected to run Apple France more than three decades ago, I had a disdainfully Parisien attitude to customer service. You inserted an interface card backwards and your Apple ][ no longer boots? Well of course it doesn’t…you did it wrong.
After a few combative customer service encounters, I experienced an epiphany: No matter how “wrong” they may be, we’re a prosperous business, we can afford to take care of these situations, but we can’t afford to let unhappy, affronted customers damage our reputation.
The flip side of this Parisien approach?
Whenever a call was escalated to my office, I would immediately offer to buy back the customer’s machine. The offer was always emphatically declined, so we moved on to arrangements for shipment or perhaps a personal appointment at our service shop. Our business concluded, I would ask if the happy caller had children: “Yes…but why?” “For the t-shirts, of course, a small thank-you for bringing your problem to our attention…what sizes would you like?”
Carrots instead of sticks, then bigger carrots. Great read from Jean-Louis. He knows of what he speaks.
How many Fortune 500 companies do you know that treat their customers like the enemy? This is a no brainer, but here in NY, even the Apple store 5th Ave isn’t immune to the occasional rude and indifferent manager.
The pressure to commoditize almost every part of a successful business—including middle management—is worse than ever.
It’s kind of mind-boggling that “Don’t beat your customers and throw them off the plane” is even a ‘customer service’ thing to be discussing…
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