The Customer Is Always Right - Brief Article - Statistical Data Included

Careers and Colleges, March, 2000 by Angeles Pai

MY FRIENDS jokingly say I'm a customer service person's worst nightmare. Not true. I just happen to have learned the fine art of getting what I want and deserve. Here's how you can do it, too.

Rule #1 BE PERSISTENT. Back when I was a graduate student, I saw a deal in the newspaper that seemed too good to be true. A portable color printer was on sale for only $99 at an office supply store! The price was actually $299, with a $200 mail-in rebate.

At the store, a manager told me the rebate for the printer was valid only with the purchase of a laptop computer. I whipped out the ad and pointed out that there was no mention of this restriction. The manager explained that there must have been an error on the ad, and there was nothing he could do. I thanked him for his time and went home to call the store's national customer service hotline.

Rule #2 TALK TO THE BOSS. The first person I spoke to couldn't help me, so I followed what I consider to be the first rule in life--never accept a "no" from someone not empowered to say "yes." I politely asked to speak to a supervisor.

Unfortunately, the supervisor wasn't helpful either, so I called the store's headquarters.

Finally, I got the answer I was looking for. The company would honor the rebate. Soon I was buying a new printer for $279. (By this time the printer had been marked down another $20!) Not only was the printer on sale, but the $200 rebate check was issued quickly. I was able to purchase a printer for $79, because I was determined that the store should honor its ad.

Rule #3 SAY THANKS. I wrote a thank-you note to the representative who helped me. I told her that her quick response to my pleas had sealed my loyalty to her company. A few weeks later, I got a note from a company executive thanking me for being such a valuable customer.

Everyone was happy. The store had a customer for life. The helpful employee had a letter of praise. And best of all, I had my printer for only 79 bucks!

SPEAHING UP

None of this would have happened if I hadn't spoken up. When you run into a problem, the number one mistake is doing nothing, according to John Bear, coauthor of Complaint Letters for Busy People (Career Press, 1999).

"Often, a problem is negotiable on the spot," he says.

Michele Chun, a New York City high school senior, tried returning a pair of overalls after a buckle fell off. The store refused to exchange the item because it had been a month since the purchase. Chun persisted, and spoke to a manager.

"The manager approved the exchange and I received a replacement pair of overalls," Chun says.

KNOW YOUR OPTIONS

When you find yourself in a consumer dilemma, you need to know your options. If you can't get satisfaction from the store, contact the manufacturer or even your credit card company.

I recently bought a whistling teakettle that just wouldn't whistle. I tried everything. Finally, I contacted the manufacturer.

My correspondence with the teakettle company unfolded over the course of 10 weeks via phone and mail. My perseverance paid off. After trying out four--yes, four--replacement teakettles, I finally received a working, whistling one, plus a professional 10-piece stainless steel cook-ware set thrown in free for my inconvenience.

USE YOUR CREDIT CARD

If the store and the manufacturer fail to satisfy, try your credit card. While traveling home from college, my new wallet was stolen at the airport. I had purchased the wallet with my Citibank Visa, which offers theft protection. I filed a claim form with Visa and included a copy of the receipt and a copy of the airport security report. A few weeks later, the purchase price of the wallet was refunded to me.

Some credit cards also offer extended warranty protection for items purchased with the card. I used this feature to fix a loose cable in my computer after the original manufacturer's warranty had expired.

Remember: If a product or service doesn't satisfy, let the company know.

Angeles Pai is a freelance writer who doesn't take "No" for an answer.

Tips

READ ALL PAPERWORK. Looks at ads, instructions, and warranty information to see what the company offers versus what you expect. There may be a difference.

ACT IN A TIMELY FASHION. If you have a concern, follow up immediately.

STAY CLAM. Check your attitude before you start dialing or writing.

DON'T ATTACK. Acknowledge that the front-line person is not the problem. It's the product or service you have a gripe with.

KEEP IT DIRECT. Stick to the facts. Don't go off on tangents.

STATE WHAT YOU SEEK. First, you need to know what you want as compensation. Then, you need to let the company know.

GET NAMES FOR FOLLOW-UP. This is crucial if there continues to be a problem or for when you send the thank-you note.

NEVER ACCEPT "NO" FROM SOMEONE NOT EMPOWERED TO SAY "YES." If you receive an unsatisfactory response, go back to a higher authority in the company.

SAY THANK-YOU! After you get the resolution you want, express your thanks.