Understanding the Customer

We were in New York on vacation recently. My wife, Barbara, is a fan of modern art, so MOMA was high on our list – plus I haven’t been since the big makeover.

So we do the art stuff – a lot of which I enjoy – even though the photography gallery was closed. But my first experience was being told that I couldn’t drink my coffee whilst browsing in the shop – the whole point was to be in there out of the biting cold – whilst I finished it. That set me in the right frame of mind! I saw someone refer to this as ’shifting the mood’ and it can happen in an instant, and be for the most trivial of reasons. It doesn’t matter – you have lost me.

So my initial experience of MOMA was being forced to stand outside in the biting cold to finish my coffee. As an aside, (Barbara will tell you this is one of my stubborn traits) I prefer to spend time, and my money, in places that treat me as a mature, honest and caring adult human being. So I don’t shop in the local bookstore that also made me exit with my coffee. Ditto for those places that make me ‘check my briefcase’. If they think I’m a thief, they wouldn’t want to do business with me – they have already told me they think I’m dishonest – anyway would they? So I save them the trouble.

Back to the story of MOMA. I enjoyed the superb new building, I enjoyed the art and, as we view at very different paces, Barb I met at the appointed place at the appointed time. The decision was did we go out in the biting cold (you getting the idea that it was cold yet) or eat in the MOMA restaurant. We both value good food, great service and ambiance, especially on vacation, but decided to forego them as it was cold!

We hit the second floor cafe. A short line was in evidence (the first plus, I hate queueing), though i was less happy about the refectory style seating. The ordering easy, fast and the server pleasant. I was less impressed with the mandatory 10% tip included at a checkout before I had seen or experienced any service – I’m of the old school that a tip reflects the service. We were given a number and chose a bench. The system was sort of familiar, but different enough to be pondering ‘what’s next’. It was a delight to sit down and discover that the people who had developed the process flows and models for this high volume eatery had thought of that too. There was an explanatory piece on the table, advising what would happen (your food will arrive – desert a short while after the entre; if you want more food or wine, you can go to x and order with no line, etc). A very pleasant surprise. The server found us, a young man with a great attitude, service with civility and humor.

Altogether, the place impressed me. Someone had looked at the problems of eateries in such places, demolished most (all?) of the niggles and issues, put in place processes and workflows to make it work, and explained it to the customer. Then they had trained their people, all of whom were personable, professional and customer oriented. As we left, I felt refreshed, revitalized and very positive towards the whole experience. It changed my view of MOMA. I also thought that the 10% tip was too low.

A perfect example of understanding the Customer Experience.

Technorati Tags: Brand, customers, Product, User Experience

It doesn’t get any richer

So I get this email, one that is business related (sorta):

“Calendar of ID/Biometrics/Security events – Intertech-Pira 2007

For your 2007 event planning and budgeting, please consider the following Intertech-Pira security technologies events”

so I politely reply asking to be removed.

By return I get this:

In the UK, we would say this guy ‘has neck’. He sends out unsolicited email, then insists that any respondents use a verification system.

I believe that fails Fred Rechield’s Golden Rule ‘Treat others as you would wish to be treated yourself’ – in a spectacular way. Mr Cheesman, if you are real, your methods stink.

Technorati Tags: Advertising, customers, Spam, User Experience

Design and Usability Master Trips?

So, after my last comments about Apple’ service, it seems someone out there had appreciated the problem after all. I was browsing in the San Francisco Apple store and discovered that there is, now, an airline connector. In the the usual Apple way, it is nice, in white and has the usual dual connecter; airline seat that in turn fits into a regular cigarette lighter type outlet. Neat looking, with a little gizmo that grabs and holds the coiled cable neatly.

$60 though, premium pricing indeed!!!!

So, for once, I actually read the booklet. Good job I did. Despite having the auto (cigarette lighter) style of connector (good, that’s what they have on America Airlines!), it turns out that you cannot use it in you car. Or at least according to the dire warning in the booklet. Not clear why to me, as they must be all but identical in form, function, voltage etc…… If anyone knows why, I’d love to hear it. I have a suspicion that it’s got little to do with the functional aspects – more likely liability issues is my guess. But do I want to risk my nice new (under warranty!!!) MacBook to test that theory?

Second shock, it doesn’t charge my MacBook – it provides power to run the machine, but not to charge it – even if the machine is not being used! This seems like a major feature shortfall – if you are like me and knock the MagSafe connector, or your neighbor moves the plug (the outlet is under the next seat on the aircraft I’m on whilst writing this) then unless you spot it, you have a dead battery and no way to charge it – despite being connected to power.

Final problem with the design is that the two connectors (airline seat inside auto connector) do not latch together in any way. That means that when the connector is pulled out, the auto part tends to stay in the outlet and left behind. Not a good piece of design. Almost every other adapter I have used has some latch or a tight push fit.

You’ll probably guess that I’ve already fallen foul of each of these problems! I have lauded Apple’s products as outstanding examples of the user experience – by which I mean the design and use of the product is intuitive and supports the task(s) at hand. Almost always they get it right, this one misses the mark badly. Version 2 soon please, Apple.

Technorati Tags: Brand, Marketing

I take it all – well nearly all – back

In my last post here, I lauded Apple’s service and people. And I stick to that, however, I saw the other side of the coin today.

Stick with me whilst I rant a little. We buy Apple products, at least in part, because of the design, or style that they have. And I’m seeing a lot of MacBooks out there, so I’m not alone. But the incomplete product set means that there is no power adapter for use in cars and, more importantly, aeroplanes. I travel a lot – I crossed a million miles in less than three years with American – and a flight has to be productive time for me. So, when planning for a two week trip to Europe I bought the travel adapter kit and tried, tried very hard, to buy an adapter for use on the flight.

There is no such animal.

I have used the iGo Juice for many years and like it. But the fancy magsafe connector on the MacBook is not available, so I’m back to Apple. Except Apple don’t have a solution. They recommend a Kensington inverter that plugs into the airline outlet and into which I plug the regular Apple power supply. Well, the inverter is like a black brick (remember that design/style thing?) and adds another chunk to the things I need to carry (and I’ve downsized my briefcase in order to meet the stupid Heathrow smaller size restriction…..). However, I have no other option and I have projects that need to be done…..

So I buy it $70 – as much as a power supply itself – and off I trot. It is encased in a sealed hard plastic bubble which has to be destroyed (with sharp scissors) in order to extract the item of value. Regular readers will detect that one of my marketing hot buttons has been pushed.

Hard. Very hard indeed.

Which school teaches marketers and product managers to do this? Why on earth do we need packaging that is impossible to open without brute force? HP has incurred my wrath for this before. Back to the point. The packaging is totally useless by the time I have extracted the inverter so, of course, I ditch it (into the recycling).

On the flight back – a 12 hour Heathrow to LAX excursion – the inverter refuses to work. It will light up and power the machine for about 30 seconds an then the red light comes on and the power indicator on the MacBook goes out. Needs must, I do what I can. I spend the rest of the flight wondering how I explain to the client – the one who is being billed $300 per hour on this project – why his work isn’t done as planned and committed. Well, I’m a big boy I can manage all of the crap that accrues from such project misses.

So, I’m back in San Francisco and I have a note to return the inverter. I dig out my receipt and head to Apple. “I need a supervisor to authorize a return without packaging”. Supervisor arrives. Refuses to accept a return without packaging. I explain, quite patiently for me, that the packaging has to be destroyed to extract the product to discover that it is faulty. She understands. I know she “understands” because she keeps telling me so. Except that her definition and mine don’t seem to come from the same dictionary. So even though she concedes that the problem is real, there is, apparently, room for “understanding” but no room for flexibility.

Rules is rules.

She tells me that she can show me where it says that returns must be in the original packaging on the receipt. I tell her that we have spent over $5,000 with Apple in the last month – yes we did plump for the iMac for Barbara as well as my machine and the inevitable addons. “Am I to walk out and not spend any more with Apple? Over a defective $70 part?” It looked like the answer was yes and I picked up the inverter and was ready to head out. She offered to exchange it. Not really what I wanted, but again I’m out of options. This whole saga has been one of bad options only being available. Perhaps that’s what one gets for buying things on the 13th of the month.

Apple – Steve or Phil are you listening? – I love your products. I love the design. I’ve been a rabid advocate of you and yours. But you people need flexibility. If they have that empowerment (and I’d be amazed if they don’t) then they need training. I was talking to a supervisor apparently, but she still needs training. Even if I’m not the perfect customer – and I could believe that – I am a customer. One who spends a lot of money. One who has sold a lot of Apple gear. One whose profession is Word of Mouth marketing. Who has some vague idea of my lifetime value to Apple.

One who has been royally and utterly pissed off by rigid adherence to an unimplementable rule over SEVENTY dollars. My perception of your brand is a reflection of every interaction I have with your brand. Your brand equity with me has just gone waaaaaay down.