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Unformatted text preview: er electronics retailer Best Buy for
about $3 million. Best Buy had observed very high return rates for most of its complex products. Shoppers
would be excited about new products, purchase them
and take them home, get frustrated trying to make
them actually work, and then return them to the store
demanding a refund. In fact, Best Buy research revealed that consumers were beginning to see service
as a critical element of the purchase. The partnership
was an excellent match. Best Buy consumers welcomed
the help. Stephens became Geek Squad’s chief inspector and a Best Buy vice president and began putting a
Geek Squad “precinct” in every Best Buy store, creating some stand-alone Geek Squad Stores, and providing
24-hour telephone support. There are now more than
2,000 agents in the United States, Canada, the United
Kingdom, and China, and return rates have declined by 76 /Volumes/203/MHBR060/ker10ch03
/Volumes/203/MHBR060/ker10ch03 25 to 35 percent. Geek Squad customer materials now
suggest that th...
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This document was uploaded on 01/30/2014.
- Spring '14