January 17, 2006 5 Comments
Case study in how not to treat your customers:
Wandered into HMV in Scotch Hall (our brand new shopping centre in Drogheda) to buy a CD in the January sale – GoldFrapp as it turns out. Brought the CD home , ready to play it on my PC (where I listen to most of my music). CD doesn’t play , not until I register online and let them install software on my machine, neither of which I am keen on (see this BBC online article for one of the reasons why).
So here is the heart of the ‘bad customer experience’. While I think artists have the right to earn a living, and even lock their CD’s as much as they like (see related post here on Microsoft) I do expect to get what I pay for. Nowhere on the CD does it say ‘this will not work on your computer without registration/ software install’. What it does say is ‘Insert this CD in your computer and discover exclusive audio, video and more through opendisc technology’. Not a word about ‘additional proof of identity / security software install required’.
So , here’s a quick question: what would your customers do if you treated them like this?
a) Come back and spend more money with you.
b) Grumble and spend their money on one of the many other entertainment options available.
No prizes for guessing which on I am doing.