Broken Links in the Chain

Gwynne Young
Managing Editor, CustomerThink
Member

Posted 07-Jun-2006 08:49 AM
There's nothing like a broken link in the value chain to really interrupt the great experience you might otherwise have with a business.

For example, I absolutely adore Amazon.com. I probably buy way too much from them. I get an email telling me because I liked this one book or artist, I'll probably love this other book or CD, and CLICK, I figure they're probably right and buy the book or CD (or both). And you know something? Most of the time they are right.

But any time I land at a third-party site at Amazon, I cringe. I've purchased a videocamera that arrived way too late for the surprise I'd intended on my husband's birthday (not to mention that the promised "brand-new" package had been opened). I've purchased what were advertised as "toddler" shoes that were big enough for me to wear. And, no, my feet aren't that small.

I've had good experiences, but the point is, it's an unknown. To me, that's a broken link in Amazon's value chain.

Then there are other places, where I love the look and feel of a web site but where it also takes ages for the packages to arrive.

I paid extra recently to get something delivered next day, only to discover that "next day" really meant too late for me to do anything that day. Did you know that UPS considers it OK to deliver up to 7 p.m. to residences? If it's a business address, they have to get it there by 5. So I guess I was being penalized for not being able to put up a "closed" sign, lock the doors, turn out the lights and send my receptionist home at 5.

Even though the business I was buying the product from wasn't responsible, I was mad at them. They're the ones who offered me next-day delivery that really wasn't. That, to me, was a broken link in their chain.

Guru Paul Greenberg discusses the importance of maintaining the value chain in the June 12 Advisor. And he has good suggestions.

Do you have ideas on how to maintain the chain? And do you know any businesses that do a good job of maintaining a seamless connection?