The Last Mile Matters
I’m learning to play the Banjo. I bought a metal music stand to help the process. I bought it on Amazon….with the handy “one-click” ordering system.
When I’m unable to assemble it, I click on “Orders and Returns” expecting an easy return process. I’m deeply disappointed when I discover that Amazon will only accept my return at one location in Austin: Gregory Gym in the heart of the bustling UT campus with a student count of 55,000 students. I’ve taught in the business school….I know first-hand what I’m up against.
Message to Amazon:
In our Digital world, you forgot the “Last Mile” matters. My perception of the entire purchase experience is swayed by that final touch point. My customer return experience was so “Un-Amazon.” You required me to drop-off amidst a busting campus ..one way streets, strict parking protocols, students everywhere. Amazon…you failed me. I will think twice before ordering something significant from you again.
Lessons
- To say the return was inconvenient is an understatement.
- The box is heavy.
- I’m forced to illegally parked my car with flashers on.
- I walk the equivalent of 4 city blocks in the Tx heat to get to Gregory Gym.
- The only ray of sunshine are the students manning the Amazon counter. One remarks “You are all set!” If they only knew.
This is a post as part of my blog series about Earning Customer Loyalty in a Digital World. Along with sharing what I know, I’ll be reaching out to experts for their tips on making the most of digital platforms. Whether you are a solo contributor, small to medium-size business owner or play a role on a Corporate Team (or some combination), I’ll be writing with you in mind. LinkedIn, Instagram, Facebook, Facebook Marketplace, Twitter, etc.—there’s lots to learn!
And, readers, please let me hear from you — Many of you are thought leaders and experts in your own field. Please share your knowledge and call me out when I have something wrong. That way, we can be on this learning journey together!