The venerable news magazine, 60 Minutes, did a segment on an Italian company called Luxotica. If you missed it, watch it. It’s worth your time. Luxotica makes eyeglasses. Pretty much all of them. Forget the “brand” on your specs; From Ray Ban to Chanel to Tiffany, they’re all designed and made by Luxotica.
And Luxotica sells eyeglasses. From Lenscrafters to Pearle Vision to Sunglass Hut, it’s all Luxotica. When Oakley sunglasses tried to break free of Luxotica’s retail control, they were crushed. Luxotica refused to sell them, and they ceased to exist, because no product can exist if the market refuses to carry them. Then Luxotica bought them at a garage sale, and now they exist again as one of the many Luxotica brands.
And the fabulously stylish fashion eyewear from Versace is no different than the pedestrian, old school Ray Ban aviators, except for the logo glued to the frame, carrying with it a few hundred dollar premium as a litmus test of how we perceive vanity and what we’re willing to pay for it. As Luxotica’s CEO proudly noted, as long as we’re willing to pay big money for pretence, it must be worth it.
And we laugh at Honey Boo Boo Child? Only because we don’t recognize ourselves.
Over at What About Clients?, Dan Hull calls out customer service, the job available to those who didn’t make the cut as assistant manager at Dairy Queen. The people who eventually get on the line after seven minutes in heaven on hold, with such pre-recorded gems as “we care deeply about you and someone will be with you when they’re damn good and ready.”
In the cases of all of the foregoing but GEICO and Enterprise [Dan’s two customer service stars], there are of course some good, but mainly bad, moments. With respect to my nightmare companies, customer service–which no one said is easy to institute and keep up–is a cynical joke. I would have far more respect for them if they just admitted they simply do not care. In the meantime, I would very much like to see customers at counters and on phone lines everywhere start to act up–and demand better service and treatment. For example, you are the customer, and if the store, bank, insurer has made a mistake, they should correct it proactively rather than giving you another place to go or another phone number to call.
If they do not, get a little loud, folks. Tell them you expect better; you are a long-time or merely prospective customer, but one with money. You came ready to do more business or that all-important “first business”, which is a valued “moment of truth” for every seller. And, hey, you don’t call them back during regular hours. They take a message and call you back, Jack.
While Dan is absolutely right that it’s a cynical joke, taking advantage of our collective “politeness” and wimpish inability to stand up for ourselves, the problem with getting loud and rude is that the people on the other end of the phone either couldn’t care less or have no authority to do anything to help. They’re peons reading from scripts. Whether you buy or not changes nothing in their lives. Yell all you want. They just move on to the next call, asking “is there anything else I can do to help you today?”
You can ask to speak to the supervisor, but that’s the person who was promoted because she excelled at persuading people with reasonable concerns to go away.
When an annual membership fee appeared on my “no fee for life” Chase British Airways credit card the other day, I called customer service. The year before, they sent out a notice that they were changing the terms of the card to include a fee. I called then and was told that it was a mistake as to me, as my card was no fee for life, and my card would be coded so I would never be charged again. The fee was back this year.
This year, the CSR told me they had to charge me, and they sent me a notice. I explained. The gal ignored what I said and explained to me, using small words, that I now had to pay the fee. So I asked to speak with her supervisor and went through the same explanation.
The Chase supervisor, Anthony Wilson, began by explaining that the law required them to charge a fee. This shuts most people down, since any mention of The Law puts the argument outside their scope of knowledge. I told Anthony that was idiotic. Ultimately, he informed me that they were charging me a fee whether I liked it or not because, well, that’s what they did.
Let me add, there is no credit card in the world worth paying an annual fee. None. Never. If your card charges a fee, get a different card. Don’t even get me started on the scam of debit cards. And so I canceled the card. Guess what? I don’t have to pay the fee.
My pal, Wally Olson, runs a blog called Overlawyered, that embodies the concept that we sue over anything and everything. His point is well taken. The flip side, however, is that businesses sell us garbage and treat us like serfs and fools. And the harshest truth is that so many of us, in our own business life, do the same to others, even though we’re great at rationalizing our own trespasses while getting angry at others. We’re not necessarily hypocrites as stupid. We just can’t seem to connect the dots anymore.
So the only credit cards in my wallet carry no fee. I wear old Ray Ban sunglasses, and reading glasses from the supermarket that no one will mistake as being Chanel. Sometimes, I get loud and rude with customer service reps. Most of the time, I don’t bother. They aren’t even grocery clerks, but bit players with a short script.
Imagine what would happen to Luxotica if ten million people realized they were being taken for a ride? Or what would happen to the Chase British Airways credit card if ten million people said “no” to paying a fee? Would it reduce your life to meaninglessness if you didn’t wear Chanel sunglasses?
Then take a look at how you treat your clients and ask whether you’re any better than a customer service rep named Helen from Manilla? We can demand better. We can give better. We were once real and can be that way again.
