Marketing Acumen and Customer Service
Posted on Sat, Feb 11, 2012
I just switched from an old Blackberry Tour to a new Apple iPhone 4s. There were three separate parties involved in this decision: Apple, Verizon, and the Verizon “Wireless Zone” store. I had wanted an iPhone before but could not buy one, because for a long time AT&T had the exclusive rights to sell the iPhone. I chose Verizon as my service provider, because I think it gives me better voice coverage in the New York Metropolitan Area. About a year ago, Verizon also got the rights from Apple to sell the iPhone. I could have gotten one then, because my two-year Verizon service contract was about to end. But there was inertia and the thought of getting used to another device’s interface.
Believe it or not, what also made me think there was no rush to get an iPhone was having to go to the Verizon store (which for me brought back memories of long waits and brusk customer service). Fortunately, as I related in my previous blog, I found a Verizon Wireless Zone store nearby and went there on a impulse, just to check out my options in switching to the iPhone. The service was prompt and friendly and the salesperson convinced me to go with the iPhone. I am happy to report that the service was equally good when I picked up my iPhone at the same store and had it set up there for use. Now that I’ve been using my iPhone for the past several weeks, I regret not having changed sooner.
Typical blogs about smart phones generally have more to do with the technical aspects of the devices and their warranties and limitations of usage. For example, one of the key features that has kept the party going for BlackBerry apparently has to do with the security issue. But I understand that is changing and that a number of companies have adjusted their security systems to accommodate the iPhone as an official company device.
We could could talk all day long about apps and lockouts, warranties and restrictions. But for me the tipping point in my getting an iPhone was the retail customer experience. We talk about the importance of marketing and customer service in Marketing Mastery: Your Key to Success.