CRM and Xmas

Why is it that some companies good work in delivering customer service throughout the year goes to pot over Xmas?
I have had a few recent examples where it appears that a lack of preparedness has undermined any goodwill generated previously.
A good example is an excellent web site that I use frequently.

It is called “I Want One Of Those” and features novelty gift items. It is innovative, fresh and well designed. However, it appears to be a victim of its own success.

However, the increased pressure from Xmas has overstressed a poorly designed “non delivery” process. I ordered a present from Australia to be delivered to my parents in the UK. It never arrived. When I enquired, they responded promptly to tell me that I had to complete a “Statutory Declaration” stating that it hadn’t arrived. In other words, they didn’t believe me. They put the Stat Dec form in the post to the RECIPIENT (therefore spoiling any potential surprise) and my parents promptly filled it in and posted it back. By now Xmas was upon us and nothing more had been heard. I chased them up and they had no record of ever sending a Stat Dec to my parents or of receiving one back. Therefore, we had to do it all over again. I asked whether, given that we are in the 21st century, we couldn’t use email to save time. After another day of delibaration by IWOOT, they agreed (poorly designed process!!!) and within 24 hours, they had the 2nd Stat Dec.

By now, it is nearly 2 months since I ordered. I chased them up again yesterday. They confirmed that, yes, they had the Stat Dec but that the item I had ordered was now ‘no longer available” and they would refund me my money.

Think about the Customer Experience. How do you think I feel as a Customer? It was meant to be a birthday present so, thanks to inefficiency at IWOOT, the secret was spoilt and remained unfulfilled. Very unsatisfactory. A refund is hardly what I wanted to hear.

How much of this is due to Xmas and how much to poor processes, it is difficult to say. I do know, however, that their processes have been designed to suit IWOOT (inside-out) and not from a customer perspective (outside-in).

However, there is an interesting conclusion. Have I churned? No. Why? Because the “product” is that good that it is worth more to me to continue using them until a viable alternative appears. This challenges the notion that customer experience drives loyalty. It certainly is a major factor but is not the only factor.