A Tale of Two Processes - Apple Vs Optus
Last week I had a problem with my iPhone so I called Optus whom I bought the phone from. After going through a series of tests the technical support chappy suggested that the problem related to either the sim card or the phone itself and suggested that I take it to an Optus store. So I went to their store on the weekend to have it checked out.
To test the sim all I needed to do was to put the sim into a different iPhone on the Optus network to see whether the problem was the sim or the phone. So after waiting 5 minutes at the Optus store while staff did abstract busy things I was finally served. I explained the situation to which the surly lady told me she would give me a new sim card. "But how do you know the sim card is the problem?" quoth I. To which she replied that she didn't but she would give me one to try. "Can't I just put my sim in an iPhone you have here?" I said rather surprised. No she said, we don't have any iPhones here that you can try it in.
Wait a minute? A phone store with no iPhones? Staff that have no iPhones? The most popular new phone in the history of phones and I am in a phone store and no-one has one. I don't think so.
So I put the sim into the phone and am told...uhhh...it says connect to itunes...do you have it backed up. Yes I did, but no I did not want them to wipe the phone at this present moment in time. So I am told that I should go home, sync the phone and if there is still a problem with the 3G access I should bring the phone back along with the proof of purchase.
"Can't you just look up the phone on your system?" I ask again most surprised. No says she, we don't have that information on our system. Alternatively she says, I can go to the apple store where I don't need to bring anything other than the phone.
So I have the choice - dig through 2 years of paperwork and slog back to Optus to deal with the surly girl at the phone shop with no usable iPhones, or I can go to the apple store and they will simply replace it. I choose Apple, and whilst I'm there I may play with all their working products, maybe buy some accessories; using up all that time I would have wasted digging through paperwork...
But in the end it's all about the customer experience - and there is only one of these guys answering the call.











