I am an Apple fan boy. My infatuation with Apple probably started with playing Oregon Trail on the Apple II. Over the years I used every version of Mac OS and owned a Performa, Powerbook, and Mini. The Mac Mini was getting a little long in the tooth, approaching its 5th year of service. I decided it was time to upgrade to a new Macbook Pro.
The process started easily enough by logging into the Apple Store and completing the purchase at which point I made a big mistake. I failed to click the check box to matching the shipping address to the billing address. I now live 737 miles from my last address, so this presented a problem. Below is the sequence of events to try to correct the mistake.
11/7
- Place a web order for laptop.
- Automated e-mail confirmation receipt.
11/8
- Automated e-mail shipping (via FedEx) confirmation.
11/9
- Realize address error in the morning from FedEx tracking number.
- Call Apple: Waited 5 minutes, explained the situation at which point the rep said there is nothing that Apple can do once the shipping company receives the invoice. “Can you pick up the package from the old address?” “You will have to call Fedex.”
People Failure: Employee not aware of procedures and unwilling to inquire. - Call FedEx: explain situation. Rep states that only the originating company can submit address change for security reasons. I could have verified the FedEx invoice number, address information, and name as proof of ownership.
System Failure: Why isn’t there a validation process for the individual to change shipping information? - Call Apple: Angela understands the situation which requires a manager to be involved. Isaac, the manager, will submit the address change to FedEx which could take up to “48 hours.” (The laptop is supposed to arrive before the 48 hours mark.)
System Failure: Why can the first point of contact, Angela in this case, change the shipping information?
11/10
- Call FedEx: Inquired if the updated shipping information was received. The rep said that they have not received any new shipping details from Apple but the change would reflect immediately online.
- Call Isaac’s direct line – Apple: Left a message asking if the address change had been submitted to FedEx.
- Return call from Isaac @ Apple: Isaac had confirmed with Apple Logistics that the change had been sent to FedEx but still could take up to 48 hours to take affect.
System Failure: Again, why did the manager have to send information to the Logistics department who, in turn, sent it to FedEx? - Call FedEx: Rep verifies the updated address information has been received even though the online tracking information has not updated.
A simple act of changing an incorrect shipping address required 7 phone calls with 6 customer service representatives at 2 different companies. Every person involved was courteous, professional, and willing to help (with the exception of the first Apple rep). The overwhelming problem is that the systems, logistics in this case, were too rigid to empower the people to make a simple change.
Are your systems hampering your people from greatness to mediocrity? If so, you probably have frustrated employees and customers. Fix the system!
