Service to Shout About

This is not normal. I’m yelling at a customer service rep from GiftCards.com. I don’t yell at people–at least very often.

How did this happen?

This is a quick tale of customer service from two companies, with lessons for us all.

About a year ago I was awarded a gift card by one of my top clients as part of their reward and recognition program for outstanding performance. The award from GiftCards.com is supposed to act like a normal VISA card so it should be accepted anywhere that VISA cards are allowed.

We had multiple problems with the card, including some fraud shortly after it had been activated. My outburst to the customer service rep was in reaction to how they dealt with the fraud: there was no recourse. We were out the money. But that wasn’t the biggest deal. If I wanted a new card issued for the remaining balance, they would have to charge me.

The message: “We can’t help you.” It shouldn’t have gotten me so upset. These days I should have even expected it.

Contrast this to the purchase of our first Mac last week. If you’ve bought from Apple before, you already know what I found out… It’s a great experience. A guy named Ben walked me through the in’s and out’s and made a recommendation we are excited about.

Part of our payment for the Mac was with the gift card. Though GiftCards.com gave Apple an authorization, the fraud occurred before Apple transferred funds, meaning there was not enough remaining balance to cover the original amount charged.

How did Apple handle the issue? They contacted me to let me know what was up. I chased down GiftCards.com to see what had happened, then explained it to Apple. I suggested putting the remaining balance of my purchase on another card. But check this out: Apple’s customer service rep said, “That’s not necessary. I am authorized to discount the computer by the remaining amount.”

What? I was floored. Apple basically said, “We’ll make this problem go away.”

No computer manufacturer has the margin that Apple discounted for me. Apple chose to serve a customer to win them for life. GiftCards.com chose to follow a policy and lose a customer for life.

Some lessons:

• Regardless of the business you’re in, be known for making problems go away. We’ve all heard that we need to bring solutions, not problems. Make sure that’s your reputation.
• The longer term view can help you realize that a concession today can help you gain far more over the long term. “Penny-wise and pound-foolish” is unfortunately the motto of too many organizations during these difficult times.
• I actually called the rep back at GiftCards.com and apologized for yelling at him. Though I will never use their products again, he didn’t deserve the treatment I gave him. The lesson: let’s treat people respectfully. Life’s too short to do otherwise.
• Final lesson: talk to Ben when you want to buy a Mac. 🙂