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Jabbering with Jabra: What happens when CRM goes right?
Like most Internet savvy individuals with an obsessively compulsive need to be connected 24/7 I use a wireless headset. I recently purchased the Jabra JX10 bluetooth headset. It consists of a ‘polycarbonate’ (’plastic’) ear hooks that firmly hold the headpiece over the ear. Unfortunately, after repeated use the plastic ear piece can easily be broken (although from a person who has broken 5 Treo’s in 5 years it is probably me and not the product) and I had lost the second one. The store that I purchased the earpiece at did not have that replacement part.
Like most Internet marketers, I like instant gratification, so I contacted Jabra near the close of business and was unable to get through to anybody so I sent an e-mail to tech support asking where I could buy these replacement polycarbonate ear pieces. So ultimately, I submitted to e-mail technical support for the product not expecting any easy solution.
Within several hours I received an email indicating that Jabra was going to send 2 pieces replacement pieces free of charge. I indicated that I could see these breaking fairly easy for me and asked to BUY 5. The next day I received an email from tech support as follows:
“Thank you for providing your mailing address. I am sending you five complimentary JX10 ear hooks. Please allow about a week for delivery”
That blew me away. It also prompted me to write this blog. As anybody who has read my previous blog about Vonage know that I am prone to be very critical of businesses that do not take care of the consumer. For those readers who do not know me, I also provide emphatic praise where it is due. Jabra not only took the time to LISTEN to my problem, they took the time DO something about it.
The point of this blog is that the CRM was so above what I had expected, that I had to write about just as I did when Vonage’s CRM was so abysmal which also leads to one of the most basic pieces of information regarding marketing:
1. When I user has an experience that is strongly positive or negative, they are likely to directly or indirectly influence 250 people.
2. For every one person who has a positive or negative experience, there are probably 99 other people who don’t say a word to the company, but still directly or indirectly influence at least 25 people.
Even though Internet marketing and CRM have gone hi-tech, a good company must always remember the fundamentals of business and these two are most frequently forgotten.
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