Got a phone call from a customer service representative (CSR)  from PriceSmart the other day. The conversation went along these lines…

CSR: Hello. I’m calling from PriceSmart, do you have a minute?

Me: Sure

CSR: Is your phone number still... (calls out my number)

Me: Yep, you’re calling it right now

CSR: Ok. Is your address still … (she calls out an address)

Me: And your reason for asking?

CSR: Well, it’s just to send out information on new arrivals, sales...

Me: You’re kidding me right? I am not giving  my address to a complete stranger on the phone.

CSR: No problem, your PriceSmart card has expired, when will you be coming into to renew it?

Me: I’m not.

CSR: Oh, why?

Me: I've been really disappointed with the quality of your products for a while. It seems that  every time we purchase a  tool and/or  appliance it breaks within two months. Last time we had trouble getting our money back.  

CSR: Okay. Thank-you.

Maybe the CSR was just reading from a script but whose fault is that? Hers? PriceSmart’s? Who decided to give her nothing but a script? Who decided not to take the outbound service calls seriously?  Who decided that it made sense to put up a wall instead of opening a door when faced with a complaint? Who decided that customer recovery isn’t  a critical part of service?

I guess the short version is, why isn't the brand manager making those kinds of calls ?

"Here’s the thing  PriceSmart should know each time  one of their untrained  CSRs picks up the phone for an outbound customer service call:

• Lack of attention to detail is irritating to  customers (please stop asking what my number is when you are calling  me on it)

• The best time to win a loyal customer is when that  customer is unhappy.

This is not rocket science but it is  so surprising how little attention is paid to these two facets of service.

Case in point...

When I said I didn’t want to renew my PriceSmart card there should have been a  fast and happy way for that  CSR to instantly upgrade my  call to management who could have  actually learned something from my  disgruntlement, elevated the brand in my eyes and yes, maybe fix something systemic and do better.  

My feedback should not have been met with a thank-you and a dead line.  But then I figured maybe PriceSmart didn’t want me at hello.