I felt it was time to share my learnings
from taking on the big brands with YOU!
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Only after customer service teams failed
me, I used my digital skills to get these
complaints and more in front of Senior
Leaders, and finally received the level of
ownership and redress that I felt was
appropriate.
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We
all
like
to
complain,
[even
if
it’s
only
to
ourselves]
when
goods
and
services
don’t
perform
as expected.
And
like
all
stories,
there
are
at
least
two
sides,
two
or more lessons to be learnt.
As
a
consumer
,
Duncan
Peberdy
became
frustrated
by
big
brands
who,
over
many
years,
failed
to
take
his
valid
complaints
seriously.
Customer
Service
teams
had
many
opportunities
to
provide
the
resolutions
that
Duncan
was
looking
for,
but
failed
to
do
so.
Once
these
avenues
were
exhausted
there
were three options:
1
.
Forget it
2
.
Take legal action [with no guarantee of success]
3
.
Devise
a
way
to
get
these
complaints
beyond
the
customer
service
teams
and
on
the
CEO’s
smart-
phone.
The
plan
devised
by
Duncan
worked.
Over
a
ten-
year period:
1
.
BMW
took
back
his
car,
refunding
every
penny
paid,
despite
many
times
putting
in
writing
that
their 1 Series ‘met all manufacturing standards.’
2
.
TUI
refunded
Duncan
£1500
after
a
holiday
to
Mexico
that
fell
short
of
their
advertised
expectations
3
.
Microsoft
replaced
Duncan’s
almost
new
faulty
Surface
Pro
laptop
with
a
new
one,
despite
their
warranty
only
wanting
to
provide
a
refurbished
unit
4
.
VW
practically
gave
Duncan
a
brand
new
Tiguan
when
his
2-year
old
Tiguan
experienced
multiple
failures and the dealer threatened legal action
5
.
A
local
five-star
hotel
made
amends
after
a
disastrous celebration meal experience
As
a
business
,
all
these
companies
would
have
saved
time
and
money,
reduced
the
damage
to
their
reputations,
if
they
had
provided
good
customer
service
and
taken
ownership
of
each
situation
before
it became a problem to them.
So,
for
anyone
in
a
customer
facing
role,
and
in
the
UK
80%
of
our
GDP
is
generated
by
the
service
sector
and
almost
80%
of
people
are
employed
in
customer-facing
roles,
the
real
lessons
to
be
learnt
from
my
book
are
how
not
to
treat
your
customers
when
your
business
gets
it
wrong.
In
all
my
examples,
BMW,
VW,
TUI,
Microsoft
and
the
Chateau
Impney
Hotel
would
have
all
saved
money
by
providing
excellent
customer
service
as
a
given,
and
not just because I embarrassed them into it.
Complaining
should
be
a
win
/
win.
The
consumer
wants
the
quality
they
paid
for,
and
companies
that
truly
care
about
your
business
will
want
to
know
when
problems
exist
and
to
put
it
right;
quickly.
In
fact,
research
by
PricewaterhouseCoopers
[PwC]
clearly
shows
that
companies
who
get
customer
service
right
can
charge
a
premium
for
their
products,
in
some
cases
up
to
16%
more.
Just
look
at
Apple.
Some
might
consider
their
products
overpriced,
but
it
can’t
be
a
coincidence
that
a
company
with
high
levels
of
customer
loyalty
and
superb
customer
service
is
the
first
in
the
USA
to
be
valued at $2Tn.
Keep
Calm
and
Carry
on
Complaining
-
for
consumers,
for
businesses,
for
MBA
students
learning
how
to
make
a
real
difference for their companies.
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Keep Calm and Carry on Complaining
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