Defense Does Not Develop Customers

My dogs are addicted to a treat from Merrick Pet Food, which I had been ordering directly from Merrick. Last fall, Merrick decided not to handle direct retail sales any longer, and, when I went to Merrick’s site to order, I was directed to Pet Food Direct instead. I placed my first order with Pet Food Direct, and, since I am always perilously close to running out of these treats, I immediately set up automatic ship. Ten days after the automatic shipment was scheduled, I contacted Pet Food Direct and asked the shipment’s status. I was informed that the treats were not in stock, and the person suggested that I order a replacement.

I was not surprised that the company was out of stock because I had not yet received the shipment. I was surprised that I had not received an e-mail that the automatic shipment was not being sent. I was shocked that the person suggested ordering a replacement. Obviously, this person did not have a dog or, at least, not a picky dog. She would have given much better customer service had she asked first how important that treat was to my dog. Had she discovered that the treat was not that important, she could have suggested a replacement. However, to suggest a replacement without first knowing the situation was very unwise.

Added on top of the lack of communication regarding the delay in the automatic shipment, her response irritated me.

I responded straightforwardly, telling of my disappointment in her lack of communication and her ignorant suggestion. I also stated that Pet Food Direct was losing a customer. Before I wrote my e-mail to her, I had contacted Merrick and discovered that Merrick had the treats in stock, and, according to Merrick’s records, so did Pet Food Direct. I mentioned this in my e-mail, too, and suggested that she check her inventory levels.

Her response was very defensive. “I do check the inventory levels everyday and process the orders as soon as possible. You do have to remember when an item is out of stock, sometimes we have issues getting the item from our supplier, or sometimes they can short our order.”

Although she ended her reply with “I’m sorry that we are losing you as a customer,” she expressed no other regrets. She had no regrets for the automatic shipment not be shipped. She had no regrets for the inventory levels. She had no regrets for the inconvenience to me. Expressing regret for a customer’s inconvenience is critical to retaining that customer. It demonstrates a focus on the customer, which Pet Food Direct does not embrace.

That was also apparent in the lack of communication regarding the automatic shipment. If a customer has set up an automatic shipment, that customer is relying on the shipment to occur. The customer wants to receive the merchandise within a already-assigned time frame. To have that time lapse with no communication is rude, unprofessional, and poor customer service.

Perhaps the lack of communication is not surprising, however, in light of the tone of her response to my inquiry. Rather than looking at the situation from the customer’s point of view, she became defensive. She instructively wrote me what she does and how their system runs. Why do I care? I wanted the treats; that’s all. I didn’t care about her problems. I just wanted mine solved.

That is the basis of good customer service.

When a problem arises with a customer, focus on the solving the customer’s problem not defending your position. Defense does not develop customers, focusing on the customer does.