Connect with us

A Very Different Customer Service Model

mm

Published

on

A story appeared over the weekend in the New York Times about a business that has a very different sort of customer service model. (Read the story here.)

I’m not going to refer to the company by name for reasons that will be apparent momentarily, or if you read the article. 

The business is an online eyeglasses retailer that sells the highest-end brands and also happens to rank highest among Google searches — higher, in fact, than many eyeglass manufacturers’ own websites. How’d this company get so high up in the rankings? By providing the absolute worst customer service possible.

Yep, you read that right. The company stocks no eyeglass frames. When an order comes in, it scours eBay and other sites to find frames that are close to what the customer ordered — maybe legitimate, maybe counterfeit. In this business model, it doesn’t really matter. When complaints roll in, the owner of the company comes out swinging, using foul language, threatening lawsuits until the customer shuts up, or, more likely, vents his frustrations on the many consumer review and complaints sites out there. Anytime this company’s name registers on one of those sites, lo and behold, the algorithms of the highest-tech search engine out there pick up on the buzz on that company (never mind that it’s negative buzz) and ranks it higher in the search findings.

On the bright side of what’s a pretty shocking business model, the company’s owner says it’s very tiring being that belligerent. Maybe he’ll wear himself out.

Meantime, it’s just another reason to favor the traditional bricks and mortar store. And if you do read the NYT story, make sure you don’t pick up any tips; better read INSTORE for those!

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

Promoted Headlines

Most Popular

Columns

A Very Different Customer Service Model

mm

Published

on

A story appeared over the weekend in the New York Times about a business that has a very different sort of customer service model. (Read the story here.)

I’m not going to refer to the company by name for reasons that will be apparent momentarily, or if you read the article. 

The business is an online eyeglasses retailer that sells the highest-end brands and also happens to rank highest among Google searches — higher, in fact, than many eyeglass manufacturers’ own websites. How’d this company get so high up in the rankings? By providing the absolute worst customer service possible.

Yep, you read that right. The company stocks no eyeglass frames. When an order comes in, it scours eBay and other sites to find frames that are close to what the customer ordered — maybe legitimate, maybe counterfeit. In this business model, it doesn’t really matter. When complaints roll in, the owner of the company comes out swinging, using foul language, threatening lawsuits until the customer shuts up, or, more likely, vents his frustrations on the many consumer review and complaints sites out there. Anytime this company’s name registers on one of those sites, lo and behold, the algorithms of the highest-tech search engine out there pick up on the buzz on that company (never mind that it’s negative buzz) and ranks it higher in the search findings.

On the bright side of what’s a pretty shocking business model, the company’s owner says it’s very tiring being that belligerent. Maybe he’ll wear himself out.

Advertisement

Meantime, it’s just another reason to favor the traditional bricks and mortar store. And if you do read the NYT story, make sure you don’t pick up any tips; better read INSTORE for those!

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

Promoted Headlines

Most Popular