numbers into our Web browsers, the world of purchasing and customer interaction has gone online. Most of us purchase most of what we buy over an Internet connection. Some websites do a really excellent job of making it simple, intuitive, friendly and straightforward. They've cracked the code on making ordering fun, and the experience of friendly, flexible sites can be very rewarding. But when things go wrong the contrast is maddening. A recent example:
A few years ago I purchased my first portable, automobile purposed GPS unit. I'd used the technology as a pilot, but really had little interest in it for the purposes of navigating my car. I realized that my lack of interest applied to installed units, since most of my driving was local. But that changed when the units became small and easily portable, and thus became useful for travel. I was pleased with my particular Garmin product.
I'd updated the unit online in the past, and recently began receiving alerts that it was once again time to do so. I linked it to my laptop, logged in, verified my personal account and unit serial number, selected the lifetime map upgrade option and triggered the download. Knowing that my unit was registered and identifiable by serial number, and that the download I'd selected was specific to that unit, it never occurred to me that I would experience what followed.
After a download lengthy enough for a cup of coffee, I followed the prompts to the next step, which was the upload to my GPS unit. About 2/3 of the duration, as indicated by the progress bar, the upload was canceled; I was informed that my unit had insufficient memory for the upgrade. So sorry! No suggestions, explanations, or alternatives. And no prompt to enable me to cancel the order.
I abandoned the convenience of my online transaction and dialed customer service , only to learn that, yes - I had ordered the software. And that--no - they would not refund the upgrade I couldn't use. The "free prize inside," as Seth Godin might call it, was a transfer to sales to purchase the required memory card. I If I'd looked closely at the system requirements page beforehand (the representative actually used the words "fine print"), I would have foreseen and avoided the problem. Conclusion - I have been happy with my use of the Garmin product. It's almost 3 years old, however, and, given the improvements that have been made with newer units and displays, I will be ready for an upgrade soon. In the meantime I have no desire to spend much on an older unit.
Of course I'm picking on Garmin as an example that entrepreneurs today have to decide carefully which mechanism they would rather support and repair: the widget or the relationship. A credit offered in the spirit of keeping my business over the long haul seems smart. In light of my experience, what would motivate me to consider their product line?
Technology is a good thing; common sense is too. BTW - I did succeed in obtaining the refund. I hate to think of matching the amount of the refund to the value of the time I spent on the phone. If my story is demonstrative of anything, it's that no matter the demographic, the market segment, no matter the medium through which we conduct our business, the experience economy is upon us. Consumers consider more than the quality of the product and its feature set, especially since the Internet has introduced everyone to the concept that good things can be free. Capitalizing on the intangibles is the tricky task of today's entrepreneur.
Perhaps this is why companies such as Zappos.com are so vocal about choosing to focus first on customer service, transparency, and empowering the people who are in front of the customer--either physically or virtually--to do what they think makes good sense. The next time I'm shopping for a GPS unit, I'll plan on using my good sense, too--and my memory.


caffeinated coffee is the ultimate new health food--no joke. If coffee has been the fuel of choice for the 24/7 entrepreneurial lifestyle,

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