Two's a Queue

Retail, eCommerce, usability, customer experience, service, technology...

Thursday, 5 January 2012

One single brand..or not

I posted a quick off the cuff comment a few weeks ago about one of my pet hates  - essentially when companies see their web presence and their web store as two different things. Breaking news - your website is your store, is your brand, is where your customers go for information about you, where they go to buy, where they go to complain. Oh dear - someone doesn't realise this:

Dear Ms 2AQ,

Thank you for contacting us at X Cosmetics.
unfortunately, we cannot assist you, as we provide customer service for our website only.
One of our aims at X Cosmetics is to provide a convenient and efficient service. and we sincerely apologise that on this occasion, we were not able to fulfil this expectation.
I will certainly pass this feedback on alternatively you are welcome to write to the X Cosmetics Head Office with your complaint:
X Cosmetics, Ltd
Greenwood House,
New London Road
Chelmsford, Essex CM2 OPP
United Kingdom.
We hope that you will give us another opportunity to prove the quality of our service to you.
Thank you for shopping at yada yada

Wake up peeps   - your concessions, your store, your website, your staff, your facebook pages-  they're all the representations of your brand and customers will access your brand how they wish to do so and in the way that is most convenient for them and in this environment you can bet that that just happens to be online. And if that fails to get through it's worth remembering that I had a complaint to begin with-  now I have two.....

1 comment:

H said...

Ooh and suprisingly I actually did receive a reply from the person they passed the feedback onto! In that case then I think this email gives an impression of less customer service than you actually get :-)

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