Yesterday we talked about one of the crucial ingredients to successful reputation management, transparency. Today I’d like to take a look at another important aspect – customer service. This time, though, our story is an example of what not to do from Boston-based computer-repair service Geek Choice (no affiliation with Best Buy’s Geek Squad). Consumer columnist Greg Dawson of the Orlando Sentinel writes:
Geek Choice sent a technician named Spencer to the home of Barbara Nixon in Winter Springs to do a repair. He stole her computer. Police found that he had no drivers license and had spent time in jail. James Bruce, Geek Choice general manager, admitted to me — in writing — that the company hired the man without doing a background check.
The logical response to the issue would have been to replace the computer, no questions asked. For some reason, Geek Choice decided to go against the grain and dodge shelling out any cash. James Bruce, Geek Choice GM, offered this shabby explanation:
“This was not a representation of Geek Choice and how we operate. With no evidence of the cost of what was stolen, I cannot simply authorize purchase of a new computer for this customer. I can only offer discounted future service.”
This bungled attempt at damage control enraged consumers across the country, who flooded the Orlando Sentinel web forums with brutal responses.
You would think Geek Choice would have learned their lesson, but they insisted on digging an even deeper hole. They recently filed suit in Boston Municipal Court against Jacquelyn Lynn, a business writer and author who did not write the original story, nor publish it, but simply posted the column on her blog.
No admittance of obvious guilt and a publicly botched reply, followed up by a hush-up lawsuit with absolutely no foundation; this story is enough leave anyone with crisis management experience cringing.
Ummm…you think Geek Choice might sue ME now? Gosh, I can’t wait to Tweet about it.
JB
Jonathan Bernstein
www.bernsteincrisismanagement.com