Insights & News
PCWorld's Know How Marketing Needs a Rethink
One doesn't often vent one's anger in public, but I feel the need to spill my inner frustration following my latest experience with PCWorld's PC repair service and their 'Know How' brand.
As the word implies, you would expect them to KNOW HOW to do the following:
- Live up to their name and what they portray in their marketing and media.
- Provide a viable customer service solution that can deliver even the basic level of service.
- Employ an IT director who knows how to provide their staff with a customer-focussed call repair tracking system that isn't full of holes.
- Actually repair customers' PCs within a reasonable timeframe, with clear communication throughout.
- Offer an apology and/or compensation to customers when they have failed to provide a professional service.
Marketing that promises "Know How" needs to be backed up by a service that actually delivers it. Anything less erodes trust faster than any advertising campaign can build it.
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