Today I have a very interesting Case Study about Customer Experience in a store called Worten.

This technology retail store recently has replaced the usual customer Devolutions Department by a service line called “Worten soluziona”. According to their website this department provides value-added Services:

“YOU WILL COUNT ON THE SUPPORT OF ‘WORTEN SOLUCIONA’ FROM THE TIME OF YOUR PURCHASE. EVEN FOR PRODUCTS NOT PURCHASED FROM WORTEN. You can order your electronic equipment installation, extend your warranty up to 5 years or repair and order parts.”

Ok, these are technical support services provided as a value-added to their customers, and of course a new business line (because they charge you for them).

But in fact doing a devolution is not a service itself, because it does not provide value-added. Their idea for eliminating the Devolutions Department and refering all their customers to the “Worten soluziona” is to make their customers pay some amount for being able to make the devolution. Of course at this department there isn’t a person doing devolutions 100% of the time; they all are in fact people offering and providing aditional services (with sales objectives).

In Customer Experience there is a rule: “if your customer is not happy, please don’t try to sell him more things before 
previously solving his/her problem”

In this case, I was not happy because I bought an ACER V5 123 with a AMD E1 Dual-Core processor laptop that could nearly run Windows 8 and which was impossible to browse websites with (it took more than a minute for loading any website). Windows 8 requires a lot of resources and mobile processors don’t run it well. So I decided to return it back two days after purchasing it, when their return policy is up to 15 days. Everything should
have gone normally.

But it did not, they tried to sell me (in fact, to a Telecommunications Engineer) a service for restoring my Windows 8 default parameters :). You will be very curious to know that this is only 3 clicks in a Windows 8: Configuration -> General -> Restore Factory Setting (it takes around 5 seconds). But I was surprised that they tried to charge me around 30 bucks for that.

I didn’t find acceptable that for making a devolution they tried to charge me for a service that I had not asked for, and I told them that “Worten soluziona” was a fraud. I asked to talk to the manager, but there wasn’t any. In my case I am a Telecommunications Engineer, but they are cheating people!. So I decided to issue a formal complaint about the matter.

I also told them that there were no signs or pictures about devolutions. In fact all the advertisements in that department where about selling more Services, but nothing about returning Products. In the complaint form they wrote that they were following their Devolution Policy. They didn’t provide me with a copy of that policy, but it was there available.

So I decided to take some photos about their Devolution Policy in order to study it later. In that moment, they got angry because I was taking photos in the shop and called to the police. I was detained to wait for the police for more than 40 minutes, whom later greatly laughed when I told them about my Customer Experience. (the picture in this article is an image in Worten’s website publicly available)

Ok, at this point, do you think this inconvenience can now be compensated by only agreeing to return my laptop’s money back? I don’t think so. This was my worst Customer Experience ever!

How can a seller treat their Customers this way? Does it make any sense to try to cheat them and force them to pay for additional services (3 clicks for restoring factory setting that takes 5 seconds) or even call the police?

Remember my dear readers: the most important thing for a Business is not to sell, but to keep your Customers purchasing from you!.This is the winning formula for a sustained Cash Flow and a positive Working Capital. Of course, I will never go back to Worten and of course I don’t recommend that you buy from them.

As additional information, Worten is a company that belongs to Sonae (a portuguese company), whose CEO is Paulo Azevedo.

Is there a worse way to treat Customers?

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Author: Angel Berniz. All Rights Reserved by the author.
Source: Original Text (based upon first hand knowledge).
Image: there is no photo, only a link to Worten’s website.
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