Executive Briefings

Dropping E-Mail Support May Have Done Disservice to Best Buy Customers

Best Buy recently removed e-mail support from its web site, a move the company said was designed to improve response and to give customers the kind of interactions they seek. The problem with this change is twofold.

First, there is a powerful efficiency that e-mail exchanges offer, with the customer able to spell out the exact problem/question with all of the details and then send it without waiting on hold or waiting for a chat session to start. The chain can then respond hours later and the customer can do something else while waiting.

The second problem is that Best Buy Chat is often not available and shoppers are met with a pop-up saying "Sorry, no Best Buy chat representatives are currently available. Our chat representatives are currently helping other customers. Please call us at 1-877-xxx-xxxx instead." If the chat is that busy, how long will the hold time likely be? Kind of makes an e-mail option look attractive, no?

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Keywords retail supply chain, supply chain management IT, value chain, value chain IT, supply chain risk management, customer service levels

First, there is a powerful efficiency that e-mail exchanges offer, with the customer able to spell out the exact problem/question with all of the details and then send it without waiting on hold or waiting for a chat session to start. The chain can then respond hours later and the customer can do something else while waiting.

The second problem is that Best Buy Chat is often not available and shoppers are met with a pop-up saying "Sorry, no Best Buy chat representatives are currently available. Our chat representatives are currently helping other customers. Please call us at 1-877-xxx-xxxx instead." If the chat is that busy, how long will the hold time likely be? Kind of makes an e-mail option look attractive, no?

Read Full Article


Keywords retail supply chain, supply chain management IT, value chain, value chain IT, supply chain risk management, customer service levels