Continuing coverage of this month’s customer service focus at Fast Company.
Interesting article about Apple and why they didn’t make the list. My take is that perhaps their new campaign is working so well that they can’t deliver on their customer service promise. It’s a powerful message and I have been tempted. My oldest daughter donated her PC a couple of weeks ago to her little sisters and ordered a Mac. The girl at the Apple store convinced her to order online because if she had the upgrade installed in the store it would cost her $100 more than just ordering it. Short version is that the computer was ordered 2 weeks ago, expedited 2nd day shipping and it isn’t here yet. Hmmm.
If I’m right, do you pull the advertising campaign until you can catch up with demand? I think you can get away with delivering a mediocre sermon to the choir now and then, but when it’s Christmas day and the heathens show up, you’d better deliver the goods. Apple created Christmas and the goods are still on the assembly line in China.
"Advertising is the last thing you bring to the mix. You start by getting the product right, getting your attitude right, getting everyone internally understanding the mission. Then you move to telling the story through PR. You build the advertising last, and that way you can live on realistic budgets."