Guy logs onto a computer store . . .

A while back I decided to buy a Macbook from a well known Irish online computer retailer (let’s call them Company X). It was cheaper than the Macbook at Apple, and Company X had a good reputation, so I ordered it and waited.

A week later I was still without my Macbook. I checked my credit card account — there was no charge. So I checked the order status online at Company X, which said the order was being processed. So I gave them the benefit of the doubt and waited another week.

A series of customer service emails

When I checked again, the order had been rejected. Rejected! I emailed support and asked them why. This was their response:

“This order was stopped, please ensure that your billing address in your Company X account matches your credit card billing detail, and re-order.”

I already knew it was stopped but I didn’t know why. So I asked again. This was their next response.

“It was stopped by our fraud department as a precaution, they have now removed that block and you are free to reorder.”

I then asked why it was considered a fraudulent transaction.

No answer.

Guy logs onto the Apple Store . . .

Company X didn’t seem to want my money , so I decided to go and buy it straight from the Apple website.

I had bought something from their site before so I had a login. The ordering process was easy and straightforward. They told me it would take two weeks for my computer to arrive, but only a few days passed before it turned up.

So far, so good, until I started using it.

The edge of the plastic casing was quite sharp and whenever I typed, it irritated my wrists. I had read this in reviews but never imagined it could be so bad. This was Apple, after all. The usability experts.

One phone call, Three steps

I decided to return the Macbook. I read Apple’s Terms and Conditions, but I rang them to be sure. That’s when they distinguished themselves — the woman I talked to in their customer service department was very apologetic about the design. She was also very interested in my feedback. Then she explained what I had to do to return it:

1. I filled out the self service return form online
2. I filled out a form I printed out for my receipt
3. Apple called me to arrange a pickup time

They came over to pick it up when they said they would and a few days later my account was credited with the money. That was that.

Bad versus good customer service

Company X wasn’t helpful in taking my money, and Apple was all too helpful in refunding it. The difference in customer service couldn’t have been starker.

Company X could have helped me out if they simply explained why my credit card seemed dodgy to them, and they should have done it immediately, without waiting for me to approach them. Then they could have offered me something in return for the inconvenience (speed up the delivery perhaps) if I wanted to re-order.

At iQ we’re in the business of recreating a great customer service online. But it goes the other way as well. You may have a brilliant web shop with a great user experience, but if that experience doesn’t follow through offline, you will lose customers.