These days, it seems websites are getting better and better
at simplifying the critical path for a customer. Most sites seem to be skilled
at properly directing customers where they need to go to “get things done.”
Occasionally, though, you'll come across a company or site that doesn't manage to do that as well as they probably should.
To illustrate my point I’ll reference my recent experience
with Waterpik – a manufacturer of showerheads.
A few months ago, I purchased a very costly Waterpik
showerhead for my bathroom that recently started leaking. Naturally, I went to
the company website to try and get support for the problem.
Upon landing on the homepage of waterpik.com, customer
service links were easily visible on both the bottom left, and upper right-hand
corners of the pages. After getting to the customer service page, there was a
minor issue that I thought should be corrected. If you take a look at the customer
service page – specifically the section under “showerheads,” you’ll notice that
there is no link for warranty claim, warranty questions, or anything of that
nature selectable.
Naturally, this is what I was there for, so I was surprised
when I didn't find the option listed. Only after I selected the “Contact Us”
link was I able to select “Warranty Assistance” as a contact reason.
When you do that, however, another issue arises. The form
associated with warranty assistance requires that you fill in a model number
for the unit. There’s only one issue with doing that – Waterpik doesn't actually
put a model number on the unit itself – only on the packaging it came in, which
I had tossed just a few minutes after installing it months earlier. Without the
model number, I was forced to call the company via phone.
To me, this was a complete breakdown of the web form and
site. I ended up having to spend more time than I ever wanted to calling
Waterpik, waiting on hold, speaking to an agent, and ultimately having to send
pictures of the unit to support via e-mail so they could identify it – a
substantially lengthy process.
While the support agent (Shawn) was wonderful, and took care
of my issue after ID’ing the unit, that doesn't fix the fact that the web form
designed to accomplish the same task is, essentially, broken unless you have
the original packaging handy months after purchase.
In my mind, there are several ways they could easily correct
this issue:
1.
Don’t require the model number to be entered
into the form.
2.
Allow the customer to skip entering the model
number and upload pictures of the unit all through the form.
3.
Put model numbers somewhere on the unit itself.
4.
Offer a “call back” system that lets the
customer schedule the support call when convenient for them.
While the entire process wouldn't turn me off buying another
Waterpik product, it certainly made me think of them as rather foolish to force
the customer to either save the packaging, or go a considerable amount of
effort simply to replace a part. Using my recommendations, I’m sure that
Waterpik could make myself, (and millions of other customers happy) by fixing
their online warranty claim system, and making it more prevalent to end-users.
Awesome Joshua, most websites as a hole makes it difficult to get to the point or a link that will not send you all over the world (Web) to get the response or answer and fix any problems you may have. They could not of done a fix and fail method in the beginning of the production of there site, because if they did you would of been able to locate, warranties, return policies at the click of a button. Most of these companies are just trying to sale the product but in the long run they are losing because of the inefficient way they set up there site, the long term goals is to keep the customer coming back. And most are falling in that area.
ReplyDeleteVenita -- that's a good point. I suppose the more difficult they make things, the longer you're forced to look for them, and that might make you look into purchasing something else.
DeleteDo you think that the hassle of the warranty claim process means that many people will give up? What are the positives and negatives of this implication for Waterpik?
ReplyDeleteI would imagine so, yes -- I'm just persistent :-P
DeleteThe obvious advantage would be fewer warranty claims to process -- but at what cost to the company overall? The immediate cost deterrent might seem appealing, it seems to me that this inhibitive process might leave a "sour taste" in too many customers mouths, leading to future sales declines that could easily be rectified by streamlining the process.
I agree with you...the model # or Part # should be on the unit itself, in addition to the box. How many people are going to keep the box for a shower head?...Of course, that is probably what the Water Pik is banking on so they don't have to process warranty claims.
ReplyDelete