6.17.2013

Seriously, Who Writes This Stuff? - Part 2

This is a follow up to my last post about gap.com.

Yesterday, I called gap.com about the email I received regarding my recent order for a pair of jeans. When I reached a customer service representative (CSR) on the phone, I had two questions to ask. 

Question #1
Could the retail store inventory system be searched to find the pair of jeans I ordered, so they could be shipped to me directly from the store, as opposed to my having to wait until mid-July, when they would be shipped from the main warehouse? 

The CSR said that she could do that for me and, if I wanted to hold on the phone line, she would be able to tell me whether or not she was able to locate a pair in the retail store system. When I asked her to email me the information she was able to find out, the CSR got a bit flustered. Why? Because it seems as though front-line, client-facing employees, such as the CSR I was speaking with, do not have the ability to send personal emails to customers. Do the words empowerment and trust mean anything to the leadership at gap.com, as well as get with the program? But wait, it gets better. I asked the CSR if a manager or supervisor could send the email instead and she said, no, they can't either. And gap.com calls it customer service why? What kind of strategy is this?  

Listening to how ridiculous this was getting, I stopped there and moved on to my next question. 

Question #2
Could gap.com compensate me in some manner for the inconvenience of my having to wait approximately six weeks for me to receive my pair of jeans?

The CSR really did not know how to respond, so I gave her some suggestions. Could she offer a gift card, a discount, a free pair of jeans, etc.? The CSR said that she could offer me a 20% discount on my next order, which sounds nice but, in reality, it does not amount to much. On most any given day, merchandise is discounted up to 25%, so where is the real savings, offer or we're truly sorry for the inconvenience? When I mentioned this to the CSR, she offered her discount on top of any existing discount, so in essence I could save up to 45% on my next order. That sounded fine, so with that I said, thank you, and ended the call. 

Was world-class customer service delivered during this call? Hardly. Will I want to do business again with gap.com? No, not really, even if they are willing to give me a discount on my next order. 
The moment the company realized it was going to take six weeks to fulfill my order, when normally it would be one week, is when the company should have stepped up to the plate to win me over and keep me as a customer. Someone in marketing needs to re-think the process and realize just wants meant by the words customer service.

No comments:

Post a Comment