Originally published by The Pomerado Newsgroup

Has the Internet eliminated the need for good customer service?

D. Clarke, La Mesa

Some people seem to think so. This was driven home to me recently while shopping for some computer CD jewel cases at a big box store. After making my selection, I discovered a long line of customers waiting to pay. None of the four sales clerks showed any interest in checking out a customer.

Leaving my purchase on the counter and walking out, I considered driving half a mile to the other big box stationery store to do my shopping. I then remembered how rude the clerks were in store #2, and decided that wasn’t any more desirable than an interminable wait with disinterested sales clerks.

Of course, the merchandise I sought could be purchased in other area retailers. I considered several general merchants and electronics stores who would eagerly welcome my business. Sadly, these retailers were either not conveniently located, or would charge me significantly more for the same item. So I found myself asking whether I preferred to submit myself to long lines, rude service, inconvenient locations, or higher prices? “Name your poison,” my dad would say.

True, the internet has evolved so I could shop from my living room. The company I’d buy from would immediately know who I was and what I’d bought from them before. Yet my desire for instant gratification overrode my willingness to wait days for the delivery truck to arrive with my purchase.

Being over 40, maybe I’m just old-fashioned. You see, I like speaking to people when I go to a store. Rarely do I use the self-check register at Albertson’s or Home Depot. To me, learning from sales clerks and browsing the aisles are all part of the whole shopping experience. Putting the item away at home is just a small part of the equation.

Still, good customer service can be achieved at a great distance. I’ve bought from L.L. Bean’s catalog, for example, and found them to be a wonderful company. Despite the 3,000 miles between us, they treat me well at every step of the process, guarantee everything they sell (even years later), and even refund money if they’re replacing something that now sells for less than when you originally purchased it.

The problem, then, is there are too few L.L. Beans in the world today. They have largely been replaced by the “I’m too busy taking my coffee break to service your needs” types. These merchants don’t make it easy for you to do business with them, and assume you’ll be there just because it’s convenient or cheaper to shop with them.

Such companies are oftentimes more concerned with lowering their costs and service, rather than working a bit harder to earn your business. As an old-fashioned consumer, I still believe they should fight for my business and won’t let them take me for granted. Hopefully, I’m not the only one who feels this way.

This means there’s an opportunity for businesses that will provide a pleasant customer experience. The more mechanized and impersonal our society becomes, the greater the need for the personal touch. If your business can deliver competitively priced items AND better customer service, you’ll beat the bigger guys every time.

When shopping you are voting with your pocketbook. Patronizing a business that treats you poorly encourages them to continue their practices. From the other side of the counter, customers who don’t return to your door may not answer a survey or send in a complaint letter, but their message should still be loud and clear: “I’m mad as hell, and I’m NOT going to take it anymore!”

Companies that make the shopping experience pleasant – even on the days when you’re just browsing-will, over the long-run, be more profitable, get more returning customers (who are more lucrative than new ones) and keep their better employees (who will share their enthusiasm for the company with customers, encouraging higher unit sales).

Building and maintaining a good customer relationship takes work. Business owners who understand they’ll get significantly more revenue from happy customers are always willing to make that investment in developing and maintaining these relationships.

Oh yes—I ended up at a higher-priced store for my jewel boxes. They lured me in with a coupon in the Sunday newspaper.

With that said, I wish you a week of profitable marketing!

You can send your marketing questions to Mr. Marketing, or sign up for his free marketing newsletter, at www.askmrmarketing.com.