Customer Centricity Gone Awry
The Apple iPhone 4 has a fault. Customers in Britain, who have paid the equivalent of $1300 for the gadget, find that it doesn't work properly if they hold a part of the casing where the aerial is located.
Many who have complained have been told buying a $55 rubber bumper will cure the problem.
This weekend it emerged that Apple staff have been instructed not to provide these bumpers even though the problem stems from a design fault.
In a leaked memo, helpline staff at AppleCare have been told: "We ARE NOT appeasing customers with free bumpers - DON'T promise a free bumper to customers."
God forbid any of us should ever appease customers – who do these customers think they are anyway? Well, apart from anything, they are the only place the money comes from.
Might be worth someone reminding Apple of that simple and compelling reality.
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