Buying Local

Focus Group of One Department
Three brief stories about local customer service versus national chains:
1. Went to buy a new computer. Thought, "Ok, I'll shop at my local independent Mac store (not the Apple Store). They will take an interest in me and I'll get better service than the Apple store, or the big box or online." Wrong. Had a lousy experience. Wound up returning the $1700 iMac but had to pay $250 penalty for opening the box (it couldn't get a wireless signal where I wanted it.). Staples was, by comparison, great. Smart young guy helped me find just what I needed. National Chain 1, Locals 0.

2. Went to buy expensive digital SLR camera for my son for Christmas. Same deal. Went to the local camera store. Owner's son was there to help me, but was not too well informed. He asked his father to help. Owner said, "I'm in the middle of something right now." He was on the computer editing photos! I walked out, bought camera from very knowledgeable guy at national chain. Nationals 2, Locals 0

3. Finally, took my car to local repair guy, rather than the dealer. My last visit to him was when he yelled at me because he was told by his assistant that my problem was one thing when in fact it was another. Nevermind that I had been quite clear. We now get great service from our dealer in a clean comfortable environment. Nationals 3, Locals 0

Why are Locals not more customer-oriented? I've been a business owner. I know that they are under constant pressure to grow revenue in these tough times. I think sometimes the stress gets to them. In theory, they are more caring, but when they are under stress, they get short-sighted. National chains train their people to be customer oriented. The staff is not under the same pressure and can therefore be more helpful.