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Home > Business 商业 > How to lose a customer over $1仅为了一美元而失去一个老客户 ——西尔斯公司的官僚政策限制下属的基本权利

How to lose a customer over $1仅为了一美元而失去一个老客户 ——西尔斯公司的官僚政策限制下属的基本权利

How much should a company spend to retain a loyal customer? I a recent case, Sears Canada Inc. lost a long-term customer over a dollar—and all because company policy ties managers’ hands, restricting them from making even a $1 adjustment on a shoppers’ bill.

Two weeks ago, Christine Hildred called 1-800-26-SEARS to order a Nevada posture bra, listed in the catalogue at $22.99. She planned to pay for the item when she picked it up at the Sears flooring center near her house. The order clerk (Sears calls them “Associates”) gave her the total: $27.74. “That sounded a bit high, so I asked her about it,” says Ms. Hildred. “She said it included a $1 handling fee if I paid C.O.D., so I said, ‘All right, put it on my Sears card.’”

Ms. Hildred opened a seniors’ companion business in Victoria. She has been a Sears customer for “years and years,” and recently bought mattresses from the store, as well as a washer, dishwasher, drier, fridge and range.

When Ms.Hildred went to the Sears to pick up her order, she discovered the $1 handling charge on her bill. She told the clerk she’d asked the item be billed to her Sears card. The clerk made a call while she waited for 15 minutes. She asked to see the manager. He told her he had no authority to remove the $1 charge and directed her to call the 800 number.

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It was an eye-opener Sears could be so petty and rigid’

SEARS

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I looked at the manager like he was from Mars,” says Ms. Hildred. “What the hell does he have the authority to do? I expected that someone would say, ‘We’ll work out the problem.’ Does nobody care? I’ve been a good customer of theirs for years and years. It was an eye-opener that Sears could be so petty and rigid.”

Sears Canada, which celebrates its 50th anniversaries this year, is one of Canada’s best-known retailers. Across the country the company has 123 stores, plus 2,200 catalogue locations where customers pick up goods.

Its 2,371-page catalogue offers everything from leatherette jackets to juice extractors and contains, on page 1,182, this note in tiny print: “A $1,00 handling charge applies to C.O.D. orders.”

Ms. Hildred says Sears had always treated her well. When the rings on her new range rattled, the store came and brought her a new range. When a coil poked through her son’s mattress, she says, “a new bed appeared.”

We have had good experiences and that is why I was just floored,” she says. “You want to lose a customer over a dollar?”

Vince Power, a spokesman at Sears head office in Toronto, confirms that the Victoria staff followed Sears policy.

They don’t have the mechanism at the point of sale in then catalogue pickup location to reverse that charge,” he says. “The customer has to recall Sears to reorder the item on their account and get the $1 taken off.”

But he adds: “We’d like to call back and rectify it. I wouldn’t want any of our customers to go through a long wait for customer satisfaction. It’s not common for our customers to be dissatisfied in this way.”

Ms. Hildred never did buy the bra. She stormed out and. at home, called the 800 numbers. Right away, a clerk in Regina said she could remove the charge. “Why couldn’t they do that at the store?” she wonders. Now she no longer wants the bra. Still, she called head office in Toronto. The person in the president’s office, she says, was “very cool, not at all interested.”

Rather than an apology, she says, that person offered her a dollar. “I wanted her to be a bit sympathetic, but she said, ‘Do you want the dollar or don’t you?” She said she’d put $1 through on my Sears card account.”

She doubts she’ll go back to Sears. “This is ridiculous,” she says. “All over a dollar.”

 

为了留住一个忠实的顾客,一个公司到底要花费多大的代价?在最近的一个案例中,加拿大西尔斯公司因为一美元而失去了一个长期的顾客——只是因为公司制度束缚了他们的手脚,限制他们对帐单做出哪怕是一美元的调价。

两周前,克里斯蒂·西尔蕾德拨打了西尔斯的1-800-26号码,订购一副列在商品目录中的内华达丽姿文胸,价格是22美元99美分。她准备到离她居所附近的西尔斯室内地面材料中心付款取货。接待文员(西尔斯称他们为“会员”)告诉她总额为:27美元74美分。(译者注:加拿大购物时需付消费税,此指含税价)“听上去有点高,我问她为什么”,西尔蕾德小姐说,“她说,如我以货到付款方式支付的话,其中要含一美元的手续费。于是我说,‘那好吧,请放到我的西尔斯卡上吧。”

西尔蕾德小姐在维多利亚开办了一家高级护理公司,是西尔斯“多年”的用户,最近她才从西尔斯购买了床垫、洗衣机、洗碗机、烘干机、冰箱、橱柜。

当西尔蕾德小姐去取她的货时,发现那一美元手续费还在她的帐单上,她告诉那个文员说她已说过把手续费放到她的卡上。那个文员于是打了个电话,而西尔蕾德小姐足足等了十五分钟。于是她请求见经理。经理来后告诉她,他无权去掉这一美元手续费并建议她拨打800电话。

小气、刻板,令人难以置信的西尔斯’

我看着那个经理,好像他是从火星来的一样”,西尔蕾德小姐说道,“那他到底有什么权力可用?我期望有人会说,‘我们会解决这个问题’,难道就没人在乎吗?多年来我一直是他们的好顾客。西尔斯竟然如此小气、刻板实在令人难以置信。

刚刚才庆祝了自己创立五十周年的西尔斯,是加拿大最知名的零售商。在全国,该公司有123家商店,以及2200家顾客可以购买、取货的西尔斯商品代销点。

西尔斯的订货手册共有2371页,所供商品无所不及,从人造皮革夹克到榨汁机。在第1182页上,用很小的字体印着:“货到付款订单需支付一美元的手续费。”

西尔蕾德小姐说西尔斯给她的服务一直很好。当她新橱柜上的护环松动作响时, 商店会来人,带给她一个新橱柜. 当她儿子床垫的弹簧刺破露出时,她说,“一张新床垫很快就送来了。”

我们一直相处很好,所以这就是为什么这一次我会如此惊讶,”她说,“你难道要为了一美元而失去一个老顾客?”

西尔斯在多伦多总部的发言人文斯·鲍威尔,证实维多利亚的员工完全是按公司的制度处理此事的。

在销售上,他们不能在该代销点对这项收费有所改变,”他说道。“顾客必须重新致电西尔斯,用他们的帐户重新订购该商品,从而将这一美元扣掉。”

但他补充说:“我们愿意回电来调整。为使顾客满意,我不愿让顾客长时间地等待。象这样让顾客不满的情况并不常见。”

西尔蕾德小姐最终还是没有买那副文胸。她怒气冲冲,夺门而出。回到家里,拨打了800电话。雷吉纳的一个文员立刻回答说她可以把手续费去掉。“为什么他们在商店里不能这么做呢?”她感到惊讶。现在,她再也不想要那副文胸了。然而,她还是给多伦多总部打了个电话。她说,在总裁办公室的那人“非常冷静,完全一付漠不关心的口气。”

没有道歉”,她说,那人采取的解决方法竟然是还她一美元。“我只是想从对方那儿得到一点同情,但对方却只是说道,‘你到底要这一美元还是不要?’那人说会把这一美元手续费放到我的西尔斯卡上。”

她怀疑她是否还会回去找西尔斯。“简直太荒谬了,”她说,“仅仅为了一美元。”

     Peter Kuitenbrouwer 文 万豫刚译

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