Carphone Warehouse listens

Posted Sunday, May 25, 2008 at 12:03pm in Blogging, Business, PR General  | 

Editor of NMK and blogger at twopointtouch, Ian Delaney recently received poor customer service from mobile phone supplier, Carphone Warehouse. Ian, who has used the company for around four years, was due a phone upgrade and was contacted by a Carphone Warehouse salesperson to renew his contract. In a nutshell, the salesperson was shisty and provided Ian with incorrect information on his new contract along with a false extension number to contact him on should any issues arise. This resulted in Ian receiving a hefty bill for using the mobile internet when he believed he was on a fixed cost.

After receiving little help from other Carphone Warehouse staff Ian eloquently detailed his experiences on his blog. The clever part of Ian’s blog post and probably the most important which people fail to understand is what he calls “The Science Bit” and how aiming to make a quick buck results in poor treatment of customers and loss of reputation which affects the bottom line: cold hard cash.

HAPPY ENDING

Less than 14 hours after writing his less than positive blog post, Ian received a phone call from a customer services manager from the company who had been alerted to the post through an email notification from her Google Alerts subscription. The customer services manager promptly retrieved Ian’s files and called him up to sort out the matter. Two hours after the phone call he received an email confirmation that his account had been credited with the money. This was all done on a Saturday.

The question remains unanswered whether Carphone Warehouse has procedures that proactively monitor company mentions online or whether this was a sole initiative from a smart employee. Either way damage limitation was quashed in a short period of time and such efficiency deserves extra credit for happening on a weekend. Remember, the internet doesn’t take the weekend off unfortunately.

In his latest post on the issue Ian rightly states, “A lot of people might see this as a victory for blogs and bloggers. I’d agree, sure. But, on reflection, I think it’s more of a victory for Carphone Warehouse.”

Agreed.

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7 Comments

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Robert French

Monday, May 26, 2008 at 6:14am

Good post and good news, Stephen.

So, Carphone Warehouse not only gives us Paul Potts, but also knows how to resolve bad acts by their employees. Wonder if they found that employee and dealt with Gareth Whittle?

I agree with Ian that “Sarah at Carphone Warehouse - and people like her - are using technology to rehumanise their organisations.” They are the wise people. Sadly, I believe they represent less than what … 10% of companies today? Those that don’t track online conversations about their brand are - screwed. Of course, they (at least some of them) are also likely to be the ones screwing over their customers, too.

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Stephen

Monday, May 26, 2008 at 9:36am

Hi Robert,

I hope they have dealt with Mr Whittle. I too have been victim of a dodgy salesman providing me with false information just to make a sale. I know they’re under pressure to sell but that’s certainly no excuse.

And, yep, you’re right … not many companies are actively monitoring and acting on customer complaints. Probably less so in the UK compared to the US, sadly.

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Ben Ayers

Monday, May 26, 2008 at 4:33pm

This is really interesting. I had a bad experience with 3 recently when trying to buy a dongle. It was a nightmare dealing with 3’s customer services department and I was frequently given poor information. In my fury I vented my spleen on Twitter. Alas, there was no follow up call for me…just days more frustration. But I would strongly urge companies like 3 to monitor channels like Twitter if they want to calm the flames. Twitter at the moment is inhabited by early adopters and at the risk of getting all ‘Tipping Point’ on yo ass, what they say *can* have an impact on sales. (Not to say I think my rant would have been hugely influential but you get my drift). At ITV we are increasingly listening to what people are saying about the network and, even more important, our shows. Google alerts are a great way to do this and on Twitter (when it’s working) I’m a huge fan of Summize.

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Stephen

Monday, May 26, 2008 at 4:41pm

@Ben

Should have tried to get their attention on Twitter:

http://twitter.com/3mobilebuzz

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katie moffat

Wednesday, June 4, 2008 at 11:36am

As you say, it is a good example of either a clued up employee or an illustration of CW’s wider monitoring policy BUT why do companies like this give such rubbish customer service in the first place - I mean, BT, British Gas, Abbey National, the list is flippin endless.
I just don’t understand how they can get it so wrong when other companies (step up First Direct) prove that good service is possbile to all customers, not just the few that are vocal/have blogs. (mind you I obivously don’t know for sure that FD are good to all customers but I kinda hope they are because then my faith in humanity will remain intact).

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katie moffat

Thursday, June 5, 2008 at 9:38am

and hence why plebble.com is such a great idea.

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diggers

Friday, July 4, 2008 at 4:46pm

I think some salesmen have shoddy practices (think you are a thicko wrt technology and are nothing more than snake oil salesmen) and the customer service is abysmal.
I was sold a 3 mobile broadband contract as I was in a Turbo Now/HSDPA area. It turns out that I’m not, only 3G - as I get a 3G signal they supposedly have met the contract - RUBBISH.
They will do nothing, 3 will only do something if CW address it which they don’t and the only avenue open to me is to stop paying the DD as the misrepresented contract is void.
I’ll see them in court if it gets that far as I signed up to HSDPA and not 3G download speeds.
ANNOYED OF AVON

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