Customer Experience Matters

I’ve been looking for a new coffee table for quite some time. The ones I liked were either too expensive or they didn’t look so great in person. Until last month I found the Modular Coffee Table at West Elm. I first saw it at their new store in Chicago in “natural”, but I didn’t like the color. Later I saw they would also offer it in “chestnut” and I knew then that I had found my new table. They didn’t have it for sale yet, I’d have to wait until mid-March. I marked the date on my calendar and the day arrived. I went to their website again and still the item was not for sale. That’s when I saw on the right corner of the screen a “LIVE HELP!” button.

I love those! I’ve solved several issues by chatting with customer service. I actually prefer this method of communication over having to call, be put on hold, etc.

So I clicked “live help.” They called me back within seconds. That’s when I realized that I wasn’t calling West Elm, but rather a company that provides that type of service for West Elm. The attendant was very polite and willing to help, but he couldn’t answer two quick questions I had: “When is it going to be available (the website now said March 23rd) and is it going to be available at stores or online only?”

When he couldn’t find the answers,  he offered to call a store, and that’s when I politely declined and hung up. I could’ve called the store directly…but that defeated the purpose of using this service.

But, I wasn’t defeated yet. I waited until March 23 and called the store this time. Then a salesperson said: “No, it’s only available online. Would you like me to place an order for you?” So I thought, great, he’ll order it and I’ll pick it up. Then I asked “So I can pick it up at the store, right?” He replied: No, it’s only available for shipping”. And I asked, so I’ll have to pay for shipping plus a $30 delivery surcharge? “ He said, yes and I said no thanks. So I went back to where I started.

I know where they failed:

*they didn’t say upfront it would ONLY be available online;

*they didn’t provide their customer service with all the information to help me;

So, I ask you, how could they have made my experience better? I’ll still shop at West Elm, but I’ll buy my coffee table somewhere else.

Categories: Customer experience