Are your customers having experiences that enhance their perception of your brand, or is the opposite occurring?

I needed to get a new clip-on carrying case for my Blackberry. So, I stopped by my local Verizon Wireless store to see if I could just buy one and be down. No such luck! They carry some other brand, not an official Blackberry one, and the one they are offering does not have the hinged clip that has helped keep my PDA on my hip getting in and out of cars, etc. No thanks!

So, I went home and got online to order a replacement case directly from the Blackberry site – assuming this task would only take a moment. I found the correct model and proceeded to the “check-out.” I supplied all the necessary information, but wouldn’t you know – I got an error message saying I had failed to enter the type of credit card I was using. I went back and entered the info, pushed all the right buttons, and completed my purchase. What?! Same error message AGAIN! Tried a third time. Same result. Frustrated, I tried to call the Customer Support number shown on the screen and learned – via a recorded message – they close at 8 Eastern. Too late.

The next morning, I called from my office to explain my frustration over spending more than 20 minutes trying to complete what I thought should be a very simple task. I got “Kyle” on the phone, and he was pleasant enought. After hearing my story, he admitted that their software was having problems with certain web browsers. (Mine at home is Firefox which I thought was a pretty popular one!).

Kyle graciously took my order, then asked me about shipping. At that very moment, having heard my whole story, he had a chance to be a hero for his brand. But no. Instead, he wants to charge me the same $8 to ship the case to me, via regualr shipping. He could have (a) waived the shipping charge altogether, or (b) offered to upgrade the shipping and send it overnight for my $8 fee. But he did neither.

Being a person who is insanely curious (that’s my business, you know) – I asked him if he could do so. And what do you think he said? That’s right – “No, I don’t have the authority.” Hmmm…. I believe some hotel companies empower their maids to spend up to $2000 to address and solve a guest problem, and this poor guyy can’t even waive an $8 charge to make me feel a bit better?!

So, I’m left with a sour feeling about the brand called Blackberry… probably one of the most profitable companies in North America, but one that has offered me a poor online experience and a less-than-satisfying experience on the phone.

How’s that for “brand building” – in reverse!