The Absolute Truth About Marketing
Sunday, January 22, 2006
  How to tell customers you don't care, by an Apple Dealer
I got a letter from NextByte Apple Centre where I have bought, in the last 21 months, 2 Powerbook G4's and an iPod, carry cases, accessories, etc. and whatever else. Probably $10,000+ worth of stuff. The letter wants to sell me extended warrany for $500 on the first G4.
Why do I feel they don't care about my business, or about me, or if I am happy?
Just tiny details:
1. "We trust it has performed well..." They don't know.
2. "complete the attached form and fax or post it back to our Adelaide office"!!! This is Apple. I am in Sydney. The outlet is in Pymble. And they want me to wrtie on a piece of paper and send it snail mail to another State?
3. The order form has a range of products with tick boxes beside them. It seems I have to tlel them which one I own, although thaey show its serial number on the covering letter. They pretend they don't know just tomake it easy for Adelaide.
Richard Chapman, Service Manager, addresses me as "Dear Michael..." It's Mr Kiely to you, Chapman, until we get acquainted.

Oh Apple, don't let them do this to your brand, to your loyal customers......

Or don't you care either?
 
Comments:
That is offensive. I would have thought the dealers would at least get a little policing from the parent?

Apple is so advanced but obviously not in crm..
 
you're lucky they didn't ask you to fax it back to Bangalore, India!
 
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