What a terrible joke Best Buy has become. In general, Best Buy performs one function: housing several million dollars of high-dollar high-tech hardware and selling it to consumers at close to Internet prices. Of course while in the store don’t expect anyone to help, and if they do help, don’t expect them to be knowledgable about the department that they work in. Best Buy Sux has years of excellent accounts of why the employees behave they do: corporate apathy.
However, Best Buy would desparately like to move up the chain, let’s not forget, Best Buy is getting hammered and hasn’t done well financially since the bubble burst. Best Buy would love to extend it’s careless attitude into all sorts of related businesses, namely warranty and PC service like the recent “Geek Squad” and their “Performance Service Plan.” Of course, there are no Geeks in the Geek squad, and it’s less of a “Squad” than a bunch of the same pimply teens that worked in sales before that happened to know enough about PCs to get recruited into the “Squad.” Likewise, there is no Performance nor Service in the Performance Service Plan, just a huge upfront fee and a “we’ll fix it when we get to it” attitude where you must mail off most equipment for repair and it is serviced at an outsourced service center.
Or in my case, it isn’t serviced at all. In the beginning of September my laptop started pressing several keys at the same time. The keys weren’t physically sticking together, they were both contacted when the keys were touched. Along with that, my battery has slowly fallen to 0. So I sent the laptop off for service to their service center. This was supposed to arrive back on 9/21. I frowned when I was told this, the “Geek” said it would be back by 9/21. It wasn’t. I have been visiting them every other day since the day before it was supposed to arrive. Every day, no one has done anything. ZERO. I ask where it is, they type my phone number in, look at the screen for a moment, and they say that it is being shipped. Finally, today, the day before I leave (which for my own safety I have been saying was the day I leave), a best buy employee had the initiative to stand up, walk back twenty paces to the cages the recently delivered PCs sit in, and actually look for my computer. Look, there it is. Who knows how long it has been there.
Immediately, I notice the battery is still the same. Not cool. I can’t turn it on, because of course the battery doesn’t work. I ask how to get the battery replaced. They point the finger to 888-BEST-BUY. I start to call them in the store, I decide against it after the robot attendent tells me that it will be 10 minutes until a human talks to me. I leave, take the laptop back to nicholasville, turn it on, and guess what: IT’S STILL BROKEN. They did not repair anything. I drive back to Best Buy. At this point, I am leaving. I cannot have another three week wait while the laptop is in someone else’s hands not getting fixed, it has to come with me to England. I walk in, I say it’s broken. They take this in stride. Things are broken here, all the time. The entire place is broken, and they are the broken cogs that make the broken machine grind.
I mention that this is a more serious problem. I just sent it off, it’s still broken. They don’t care, it’s not in the manual how to deal with this, so they do fairly poorly. Immediately a teenager wearing a name tag identifying her as a Customer Service Manager comes out. She says it must be sent off. The geeks shirk back from confrontation. The pimply teenager has clearly asserted her dominance over them by being able to say no with total apathy, a trait that apparently results in promotion in Best Buy. Apathy abounds as she claims that she can help. She suggests that I buy a keyboard. She suggests I send the laptop off. I ask her if I should buy a ticket home so I can pick it up so I can get it back when it’s “serviced” again. I ask to talk to her manager. Like a very very smart manager, she blocks. However, her intelligence goes only so far, she claims that she’s the general manager. I laugh at her. She is offended. I laugh again but more seriously. I ask if she signs the checks. She tells me that there is a corporate office. I said I’d love to speak to them. 888-BEST-BUY. Thank god for that. She pivots her heals and disappears into the back where she can do as little for Best Buy as she has done for me.
I make the “Geek” that called her out dial the number and get the “Corporate Office” on the phone. Not that I care, and of course I know where I am going: nowhere. I talk to them, getting annoyed. Apparently I’m talking to customer care. They’re logging the call. He listens, does nothing, repeats the Best Buy line. He does zero. He insists it must be sent off. No one is willing to fix the laptop today.
So: the score is Best Buy: 7, Me: 0. I still have a broken laptop, I am leaving tomorrow, and they don’t care at all. I look around seeing aimless people and apathy around me, and realize that the entire store is probably staffed by 50-70 people, most of whom are involved with customer service, but in my sight I see 20-30 customers that aren’t helped and 20-30 employees doing their best to do nothing. Best Buy has made a lucrative business out of a huge inventory and no service, and they want to make a lucrative business out of service but are missing the key component: service. It’s a break the no one can fix. I will never shop there again, certainly not for anything that might break, and I couldn’t recommend them to my worst enemy.
Later that night, I am forced to comply with Best Buy and send off my laptop again, and have my parents deal with it. I buy a new laptop. From CompUSA. Once bitten, twice shy they say.
On a little reflection the real problems with Best Buy are simple: Apathy, Hierarchy, and Low Margin. There is no motivation to be customer oriented at any level. This leads to apathy. Hierarchy means that any given Best Buy employee from bottom to top can point fingers without reasonable accountability. Those in charge aren’t (as we can see by the CSM who suddenly runs the store), and those underneath have more underneath them (such as an outsourced repair center that can’t repair). Low margins are really the keystone in Best Buy, the reason that Best Buy is going to sink under it’s own weight as the market moves away from retail stores, big or small. Low margins mean that Best Buy can’t afford to provide service, you are trading service for price. And when you have low margins, you have no choice but to keep inventory turns high and deemphasize customer satisfaction in your staff. Eventually, fortunately for all of us, Best Buy will crush under it’s own weight. The one thing that you can’t yet move out of the market is service, and they’ve beaten themselves at their own game. The Geek Squad is a key business initiative to try to move away from falling margins in retailing that has already fallen flat on its face because the customer service infrastructure within the company is staffed by thousands of apathetic teens and twenty somethings who are either disabled from authority or incapable of solid judgements on when customers need a real resolution.