This is a true story; a true story of customer care … ohh sorry … I mean a true story of customer ‘we don’t’ care!!
While waiting for the customer care representative in one of the most popular bookstores (it is not only a bookstore!) in the Kingdom to help me with something that should not take more than 2 minuets (it actually took about 20 minuets!!), a couple of expatriates stood by with an item they just bought in one hand and the invoice in the other hand. As far as I can tell, they were Americans, at least from what I caught from the husband’s accent. I was standing right there, so I could not help but hearing this conversation:
“The price tag on ‘X’ is saying that it worths 55 SAR, but according to this invoice, the cashier just charged us 69 SAR!!” said Mr. Customer.
Mr. We-do-not-care responded after taking a quick look at the invoice without even care to have a look at the price tag “Yeah … yeah … the computer is correct.”
The couple looked into each other eyes and then the husband continued “but this is misleading, you should’ve changed the price tags”
Without even looking at them, Mr. We-do-not-care said “Yes, we should.”
The wife put her hand on her husband shoulder urging him to leave, and without words she said “Let’s go, let’s just not waste our time.”
If I am analyzing this situation correctly, the customer was expecting nothing but some respect. It is like saying “I am paying you money here, could you please respect me enough and stop telling me lies with your price tags.” Yes, 14 SAR difference is not that big of a deal, but there is the principle! Will this customer trust this place again? I doubt it! Will he tell his friends and his wife tell hers? I have no doubt they will!
There is no need to comment on the customer-do-not-care response. It is obvious that although there is something clearly wrong with their pricing system, they just do not care!! A simple apology and showing interest in the customer complain could’ve saved the whole situation and that customer could’ve left the place satisfied.
Small things matter and distinguish the elite brand from those who only care about money! Mistakenly convincing themselves that this could last forever. Once an alternative is available in the market; I can guarantee that this place will suffer … a lot!