In fact best buy research revealed that consumers

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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.

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