A lot of people wonder why Apple is so deeply inside people’s hearts. I have written a few posts about it myself, but yesterday I run into another master class on how to build a brand.<\/p>\n
Right the day before yesterday I was talking to Endesa’s customer service (my electric company) because I had a problem with 12 mistaken invoices they had sent me (with the 12 apologies letters that came with them. I’ll skip the details but the story is quite surreal). Anyway, after writing my complaint and giving me a case number, the woman on the phone with a foreign accent told me there was nothing else she could do and that maybe they would shut down the electricity supply. After trying to reason for some time, I had to beg her to let me talk to somebody over her that could do something about it until she told me that she understood after 12 mistaken invoices most probably it was a company’s error and therefore she would talk to a superior herself (thanks). One minute later she said that unfortunately there was nothing to do and that we would have to end the conversation. That’s it. I now was increasing the list of Spaniards that are convinced that when you start working in a big Spanish company’s customer service department when they give you a computer and they force you to leave your brain in the locker. As incredible as it might seem, anybody living in Spain knows customers here have to deal with these situations with companies like Endesa, Gas Natural, Orange, Movistar, and a long list except for a few like El Corte Ingl\u00e9s<\/a> (they don’t do very well with their online presence but we have to admit they are quite good in the short distance)<\/p>\n As I was saying, yesterday my iPhone gave an error when updating to iOS 4 and I called Apple<\/a>. First, they told me it was out of warranty but they would try to help me. Apple 1 \/ Endesa 0<\/strong>. Then they asked me to check if I had received an email with a link to a possible online solution. Apple 2 \/ Endesa 0<\/strong>. After that, they admitted they were having problems with iOS 4 and they gave me a case number. Apple 3 \/ Endesa 0<\/strong>. Then they asked me to please call them back if the problem would continue. Apple 4 \/ Endesa 0<\/strong>. And today I received the following email from Apple Customer Service:<\/p>\n Dear Apple Customer: And the following survey: Oddly enough and as obvious as it might seem, there are still companies that don\u00b4t understand the difference between being a firm or being a brand. And Apple has not even solved my problem yet, but it’s more than likely that I will soon be using one of those “flashlight” apps in iOS 4 on my iPhone to read a letter from Endesa apologizing for having shut down the electricity in my house.<\/p>\n Mucha gente se pregunta porque Apple est\u00e1 como est\u00e1 en los corazones de la gente. Yo tambi\u00e9n he escrito unos cuantos post sobre el tema, pero ayer mismo me encontraba con otra clase maestra de como construir una marca.<\/p>\n Justo antes de ayer estuve hablando con el departamento de atenci\u00f3n al cliente de Endesa por un problema que tenia con 12 facturas equivocadas que me hab\u00edan mandado (con sus 12 cartas posteriores pidi\u00e9ndome disculpas. No voy a entrar en detalles, pero la historia es bastante surreal). El caso es que despu\u00e9s de tomar nota y darme un numero de reclamaci\u00f3n, la se\u00f1ora en cuesti\u00f3n, me dijo con acento extranjero que no pod\u00eda hacer nada mas y que a lo mejor me cortaban el suministro. Despu\u00e9s de intentar razonar durante unos cuantos minutos, tuve que suplicarle que me pasara con un superior que pudiera hacer algo, hasta que me dijo que no pod\u00eda hacer eso pero que como entend\u00eda que 12 facturas equivocadas apuntaban a que el error era de la compa\u00f1\u00eda, iba a hablar ella con el superior (gracias). Un minuto m\u00e1s tarde, me volvi\u00f3 a contestar que lamentablemente no se pod\u00eda hacer nada y que ten\u00edamos terminar la conversaci\u00f3n. Y punto. As\u00ed pasaba yo a engrosar la lista de espa\u00f1oles que piensa que cuando entras a trabajar en un departamento de atenci\u00f3n al cliente de una gran compa\u00f1\u00eda de este pa\u00eds te dan un ordenador pero a cambio te exigen que dejes el cerebro en la taquilla. Por m\u00e1s alucinante que pueda parecer, cualquiera que viva en Espa\u00f1a sabe que aqu\u00ed los consumidores nos encontramos con esto cada vez que tenemos un problema con empresas como Endesa, Gas Natural, Orange, Movistar y un largo etc\u00e9tera del que s\u00f3lo se suele salvar El Corte Ingl\u00e9s<\/a> (en la red son un poco desastrosos, pero hay que reconocerles que en las distancias cortas ganan bastante).<\/p>\n
\nWe’re very interested in getting your feedback regarding the last Advisor you spoke with, xxx, on your recent call to Apple support. The case id number for this call was: 166210669… Your perspective is very important to Apple and the AppleCare team. All information you provide will be treated as confidential and will be used solely to improve our support programs and product offerings. We appreciate your taking the time to let us know how well we are meeting your expectations. Yours faithfully,
\nAppleCare Service and Support. Apple 5 \/ Endesa 0<\/strong>.<\/p>\n
\n1. Overall, how satisfied were you with your recent experience with AppleCare Telephone Support? Apple 6 \/ Endesa 0<\/strong>.
\n2. How satisfied were you with the expertise of the agent? Apple 7 \/ Endesa 0<\/strong>.
\n3. How satisfied were you with the listening skills of the agent? Apple 9 \/ Endesa 0<\/strong>. (this one deserves 2 points)
\n4. Was your issue resolved by AppleCare Telephone Support? Apple 10 \/ Endesa 0<\/strong>.
\n5. Is there anything that the agent could have done better to resolve the issue during the call? Apple 11 \/ Endesa 0<\/strong>.
\n6. How satisfied were you with the time it took the agent to provide an answer to your question? Apple 12 \/ Endesa 0<\/strong>.<\/p>\nApple 12 \/ Endesa 0. Y hacer las cosas bien ayuda.<\/h3>\n