If it seems too hard, it is too hard

In those moments where you throw up your hands and say “why is it so hard?!!!” I am thinking of you. And if you are really lucky, somewhere there is a company on the cutting edge thinking about it too.

Unfortunately there are many that aren’t. I had one such “why is it so hard?!!” moment last weekend. This moment came when I stood in front of an aisle in Bunnings Warehouse (hardware store), light fitting in hand staring at the thousands of lightbulbs in front of me. All I wanted was a BW22. How hard could that be? Well as the lightbulbs were arranged by brand rather than type and as most of the boxes were the same size, it was like trying to find a raindrop in a swimming pool. Not only this, but the light bulb code was written on the boxes in tiny print, so walking along the rows and reading the codes took forever. Of course as they were organised by brand I had to find each BW22 in a different section so that I could compare the price. Then, of course I had to find out which BW22 had the Edison screw, not the bayonet.

Then I gave up.

I’ll just ask someone, I thought. 10 minutes later, after wandering to the other side of the store I finally found a little helper who cheerfully advised me on lightbulb types.

So in the end, I got what I wanted, but why did I have to spend 30 minutes to buy a lightbulb? Is this a good customer experience? Of course not!

Is it too complex to think that the store could be organised so that a small quantity of light globes (a few of each brand) could be placed next to the applicable light fittings? Wouldn’t that provide a better customer experience whilst saving the store money on staff costs due to continual customer enquiries?

And in the event a customer needs to ask a question, is it a good experience that they have to wander around looking for staff? Is it so hard to have a button to press to get help, or for the store to be monitored by cameras where customers looking for help to be spotted and quickly assisted?

It’s not that hard. But when it seems too hard, you know what to do: take your business elsewhere.

- TPN

Comments

[The Process Ninja]

As expected, a horrifically bland, generic cut and paste response from Bunnings (but at least they did respond):

Hi Craig

Thank you for your feedback, I have passed it on to the buying team for the category.

As you may know recently the ban of sale of inefficient GLS incandescent globes has begun as per government guidelines/policy. Due to this phase out and the demand within the market for a more energy efficient option of globe there is now an abundant of CFL, LED and Halogen ‘greener’ options of globe available.

Bunnings strive to deliver the ‘Widest Range’ to our customers and to do this we provide a large range of all globe varieties currently available. Once the market settlers down and clear patterns emerge as to the type of globe consumers choose as replacements for the old style globes it is likely our range will shrink considerably.

Our team are extremely knowledgeable regarding our range of globes and more than happy to help. I do apologise that you were unable to locate a team member promptly and can assure you that this feedback will also be forward to the relevant team members.

Thank you.

Regards

Matt Sindoni
Buyers Assistant - Lighting

Bunnings Group Limited
16-18 Cato Street, Hawthorn East Vic 3123
Locked Bag 3004, Hawthorn VIC 3122
Phone: (03) 8831-9449
Fax: (03) 8831 9681
Email: msindoni@bunnings.com.au
Website : www.bunnings.com.au

From: Bunnings Customer Service
Sent: Wednesday, 25 November 2009 5:14 PM
To: Matthew Sindoni
Subject: FW: Generic Contact Us submitted - ID: 25406

Hello

The following query was sent via our website, could you please respond to the customer accordingly and cc this address, Bunnings Customer Service (customer_service@bunnings.com.au) in your response. Please remember that we promise our customers a response by the next business day.


Regards
Mike Scott
Customer Service Administration Assistant

Bunnings Group Limited
16-18 Cato Street, Hawthorn East VIC 3123
Locked Bag 3004, Hawthorn VIC 3122
Phone: (03) 8831-9777
Fax: (03) 8831-9878
E-mail : customer_service@bunnings.com.au
Website: www.bunnings.com.au

From: Craig Reid [mailto:craig@theprocessninja.com]
Sent: Tuesday, 24 November 2009 5:00 PM
To: Bunnings Customer Service
Subject: Generic Contact Us submitted - ID: 25406

A Contact Us form was submitted via the website:

First Name: Craig
Last Name: Reid
Email: craig@theprocessninja.com
Phone Number:
Postcode:
Store Location:

Query Topic: Store Feedback
Other Topic:
Message:

Some feedback on your selling of light globes... http://www.theprocessninja.com/process/2009/11/if-it-seems-too-hard-it-is-too-hard.html

[Robert]

Hi Craig,
I can add a couple of comments to your post and the Bunnings response.
As the customer, you needed to get a replacement lightbulb of the correct type and with the minimum of fuss. You chose Bunnings because their huge stockrange meant the likelihood of them having your bulb was very high. Your Primary Frustration was not being able to find the correct one. Then came the Secondary Frustration, not being able to find an Assistant. Then came the Ternary Frustration, that Bunnings haven't really explained "why" such commodity products as lightbulbs aren't set out according to "how" the customer wants to buy - a bulb of a certain size and type. For good measure, they have added how knowledgeable their sales staff are, but that is beside the point.
This is a good little case study Craig! Cheers, Robert

[The Process Ninja]

Thanks Robert!