Branding Fiasco -- Better Be Who You Say You Are!

Written by Eileen McDargh, CSP, CPAE


Our experience as customers offers great instruction intorepparttar concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here'srepparttar 106113 situation:

I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator andrepparttar 106114 disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.

Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in allrepparttar 106115 prompts until I am ready to punch someone. I am still told by a disembodied voice thatrepparttar 106116 offices are closed. I try another number. This time, I reach a computer voice.

Computer:"I'll try and help you. Tell me in your own words what you want."

Me:"Toll free service."

Computer:"I'm sorry. I did not understand. Let me tell you what services we offer..."

Me:"I want a person"

Computer:"Tell me, in your own words, what you want."

Me:"Toll free service!"

Computer:"I am sorry. I do not understand what you want."

Me:(screaming) "I want a person."

Computer:"I am sorry. I..."

SLAM!!!!

I call 00 in frustration. "Operator!!"

Operator: "How can I help?"

Me:"I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?"

Operator:"I am sorry you are having problems. You can talk to a supervisor."

Supervisor:"Can I help you?"

Me:(heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It saysrepparttar 106117 offices open at 7am and now it's almost 8am EST!"

Supervisor:"Oh, sometimes they forget to turn off that message sorepparttar 106118 phones can ring through. We have to call and tell them."

Me:(incredulously) "You meanrepparttar 106119 PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!"

Home Depot's Fix - Is It Really In One?

Written by Alan Fein


The last time I was in a Home Depot store I saw no empty aisles. There were plenty of shoppers lingering around. Oh surerepparttar clerks are busy and no one's jumping from checkout counter to checkout counter throwing flowers and singing, but I didn't see any problems. So what'srepparttar 106112 beef?

Lowes. That'srepparttar 106113 real issue. Analysts and investors alike are holding Home Depot up to Lowes, comparingrepparttar 106114 two as if they were fine bottles of wine, holdingrepparttar 106115 glass up torepparttar 106116 light inspecting its amber glow, sniffing those corks as if that's gonna tell you anything. They should take that same view when comparing HD to LOW. These stores may be inrepparttar 106117 same business but they're not that alike.

Lets look atrepparttar 106118 facts, store against store and talk dollars not lightly lit isles. Lowes inventory is higher in major appliances. While to some that may seem a good strategy and yes,repparttar 106119 isles are wider at Lowes. Its true too that Home Depot's stores look more like a warehouse. That's because they are!

These are retailers, LOW and HD, and they should be judged like retailers judge themselves; floor space and turn over. HD carries more inventory per square foot of store space than LOW. HD carries less ofrepparttar 106120 bulky, slow turning appliances than LOW. They've also got a whole lot more in buying power with 1,500 stores than LOW and that means lower costs in volume purchases. If it came down to a price war it would be bloody, but Home Depot's clearly gotrepparttar 106121 upper hand.

Chief Executive Robert Nardelli who arrived from General Electric two years ago, was already under intense pressure from investors. Home Depot's stock had fallen 53 percent in 2002, making itrepparttar 106122 worst performer among components ofrepparttar 106123 Dow Jones industrial average.

Nardelli, some analysts say, has focused too much on cost cutting atrepparttar 106124 expense of a critical element of retailing --repparttar 106125 customer. Moreover, they say, stores have a poor layout, merchandise that appeals too much torepparttar 106126 traditional male do-it-yourselfer rather than women who make many ofrepparttar 106127 spending decisions, and a sales staff whose strong suit is not customer service.

While analysts and institutional investors have been critical of Nardelli and HD, asrepparttar 106128 no. 2 retailer in America behind Wal-Mart, Nardelli's got has hands full. With a business that large centralized purchasing, which was one ofrepparttar 106129 changes Nardelli made, makes sense and offers greater control over capital expenditures. While women do make many ofrepparttar 106130 decisions in spending, adjustingrepparttar 106131 entire home improvement chain's focus to attract more women shoppers would take years and time is something Nardelli doesn't have.

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