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Navigate: | My Mac Online | The Archives | December 1997 | The Mac Factor | |
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By Mick O'Neil
Competition changed all that. Apple was forced to lower
dealers' margins and technical support became more and more of
a local burden. Today, you can purchase Apple Macintosh
equipment from mail order houses, directly from Apple, or from your
local dealer. The dealer technical support system seems
over-stretched at best, and though Apple's Web-based support
is impressive, hardware problems require direct, hands-on
support. Software glitches too have now grown in complexity to
the point where Web-based technical support databases are not
sufficient to resolve the average customer's problems. Then there is Apple's elaborate telephone based support
system. My sister Cathy and I had the "pleasure" of dealing with this
system during this past summer. What follows is a true account
of our experiences though all dates are approximate. (I recount these
experience here not to bash Apple, but to point out that the company
has a problem that it must confront and overcome.) Date
Incident
Apple Support/My Annotations
27 June
Acting on my advice, my sister
Cathy took delivery of a Power Mac 6500. This was Cathy's
3rd generation Macintosh having previously used a Mac SE and
a Mac LC. Though not a computer 'expert', she is an
experienced user and had expert support from two of her
brothers who used Macs for years.
As an incidental
Apple Evangelist, I've recommended Macs to almost everyone I
know and many have listened to my advice. Apple recently
passed through a stage featuring shoddy workmanship and
inept technical support (as noted here) that put a lot of
supporters in pretty awkward positions. Hopefully, that dark
period is now over.
27 June
After setting up the PowerMac 6500,
she noted that Windows were transparent - that is you could
see one through the other. She immediately called Apple
Technical Support. (In actuality, she spent an enormous
amount of time trying to get through to a human voice
practically everytime she called Apple - so I suppose
'immediately' is a bit misleading.)
The Help Desk first suggested
zapping the Parameter RAM and when that didn't help, asked
her to run Disk First Aid. Again, this made no
difference. There's something
wrong with a help desk system that keeps customers waiting
for long periods of time. Apple should look at this
problem.
27 June
She then ran Norton Utilities - the
current version - and it indicated something seriously
wrong. So, once again, she called Apple Technical
Support
She was then told to reformat the
hard drive. Reformatting the
hard drive sounds simple enough but your average user
shouldn't have to deal with this type of technical
detail.
28 June
Reformatting the hard drive helped
solve the transparent windows problem, but her sojourn into
support hell was just beginning.
How about an
explanation about what was wrong with the system and an
apology for the amount of time wasted on the phone trying to
get it to work.
2 July
Cathy noted that on occasion the
CDROM drawer would not open and the Zip drive didn't work.
When she inserted a Zip cartridge, she couldn't eject it.
Again, she called Apple Technical Support.
Apple Technical Support told her a
technician would call her right back. When you tell a
customer something, you should follow through or recontact
the customer to explain the delay.
2 July
After several hours without a
return call, she again called Apple Technical Support. (When
she gave him the serial number for the PowerMac 6500, he
informed her that Apple had identified her machine as a
PowerMac 6400.)
Apple finally scheduled a service
call and a technician for a local dealer called back to set
up an appointment. Finally some
action.
6 July
The CD-ROM and Zip drive were still
non-functional and the desktop was still acting
strange.
The Apple technician installed a
new logic board and noted that he would replace the CD-ROM
and Zip drive when the parts came in. At this point,
instead of replacing the logic board, Zip drive, and CD-Rom
drive, Apple should have delivered a new
system.
13 July
She reported the CD-ROM and Zip
drive still non-functional
The Apple technician finally
replaced both the CD-ROM and Zip Drive. Another week of
'down time' and totally because of Apple's
incompetence.
20 July
She reported intermittent problems
with hardware/software
Apple Technical Support indicated
possible wiring problem and a few days later the dealer
technician returned and replaced the chassis.
Again, Apple should
have replaced the entire system.
20 July
While the technician was at her
house, the monitor turned yellow and stayed yellow despite
the technician's efforts to fix it.
The Apple technician replaced the
monitor. (So far, her 'new' PowerMac 6500 sported a
replacement motherboard, Zip drive, CD-ROM drive, chassis,
and monitor!) The new monitor
actually seemed to work okay for a while.
13 Aug
I arrived on the scene and noted
that the new monitor still showed a very yellow tint and the
CD-ROM drive would only open intermittently. I called Apple
Technical Support and after over an hour of wait time with
transfers from one desk to another, was disappointed with
the manners and attitude displayed by the help desk
employee.
We were told to start the computer
with the extensions off using the system CD. We were told to
run Disk First Aid and then Norton Utilities (the latest
version) and then told to zap the PRAM. We were told to
unhook the monitor at the computer and start the computer.
Then we were told to rehook the monitor with the computer
still running. Nothing changed. There is never an
excuse for rudeness, particularly when it is the customer
that is being inconvenienced by the company failing to
provide a proper service.
13 Aug
Requested the name of the help line
technician who was working with us.
He refused to give us his last name
and would not allow us to speak to his supervisor (We'll
refer to him as Technician X) The policy of
refusing to provide names and not allowing a customer to
talk to a supervisor precludes the company from getting the
kind of feedback it needs to improve its support
staff.
13 Aug
System still not working
despite Apple's ineffectual attempts at
support.
Technician X finally gave us
another customer service number to call. The onus should not
be on the disatisfied customer to call another number.
Rather, the company should be concerned enough to have
another manager call the customer.
14 Aug
After another interminable wait and
several phone transfers, we got through to support person
(Technician Y) who was willing to give us his name and who
seemed very patient and empathetic.
He also indicated that he could not
understand why our PowerMac 6500 had a serial number for the
discontinued Performa 6400. (Legal advice suggests that this
is a violation of the warranty of merchantibility) He told
us Technician Z would call within forty-eight hours -
unfortunately Technician Z was the only one who could make a
decision about the possible replacement of our system was in
a meeting that day. I am concerned
about the 6400 vs 6500 issue. I wonder if it's possible that
after Apple discontinued the Performa 6400, they continued
to sell 'upgraded' 6400s under the guise of all new Performa
6500s. I have nothing to base this on other than the mixup
in serial numbers, but it does make me
wonder...
18 Aug
After not receiving a call from
Apple, Cathy called and spoke to Technician Z who had been
placed in charge of her "case." He seemed aggressive and
uncooperative.
Technician Z suggested she try yet
a 3rd monitor. After explaining the litany of steps that she
had taken to get her "new" computer running, he relented and
agreed to replace the CPU. Can you imagine the
audacity of an Apple help desk employee acting agressively
with a customer who had already been through hours and hours
of turmoil trying to get her new system to
work?!
21 Aug
Machine still
malfunctioning.
Technician Z called her a few days
later and told her that he was having a hard time replacing
the same machine. He asked if she wanted the Ethernet
connection that was in it. She told him she wasn't
interested in Ethernet but the video card was important to
her as an artist. At this point, the
company should have simply given her an upgraded machine and
a profuse apology.
25 Aug
Cathy finally received a new
Performa 6500. She had to install the video card as it came
separately. It took her eight or more hours to set up the
system and transfer all her files via
AppleTalk.
Technician Z insisted she take the
modem out and send it back to him. I find this almost
unbelievable.
05 Sep
She called Technician Z and told
him she needed the rear knock-out door for the modem to
prevent cat hair and lint from getting into this gaping hole
in my machine. (The long metal strip that finally arrive
clearly was not a knock-out door and so she placed tape over
the hole).
He indicated that the computer
needed to 'breathe' and that the knock-out door was
unnecessary. He finally agreed to send it. It just gets worse
and worse. At this point, it was the customer that needed to
breathe - not the computer.
12 Sep
The monitor continued to be a
problem - it flickered and turned blue. Cathy once again
called Apple Technical Support..
Technician Z suggested it must be
due to a software problem and that any software not designed
for a Power Mac could cause a conflict. Specifics
please.
30 Sep
She removed all software dated
prior to 1996 and this seemed to fix things for a couple of
days and then, suddenly, the monitor turned deep gray and
then light gray. Because Technician Z was so aggressive and
hostile, she tried to get through to a regular Apple repair
person.
Because her 90 day warranty had
expired, she could not get through to voice mail. When she
called the number that was suggested, she was required to
give a credit card number. Apple suggested if the problem
was software, she would be charged an additional
$35. Working with Apple
Support sounded increasingly like dealing with an old
Communist bureaucracy.
Many of these contacts with Apple
support entailed long phone waits listening to Apple news or
obnoxious music and being transferred from pillar to post
prior to speaking to a human. To date she is still not
satisfied with her system and Apple have not sent the
paperwork necessary for her to return what's left of her
PowerMac 6500 that she purchased back in June.
Meanwhile the monitor flickers and
changes colors on a regular basis to the point where she
wonders if it is getting worse. She remains reluctant to
call Apple because she does not want to deal with the kind
of hostility and frustration she has already met.
We still have a
very disatisfied customer - one who has been and remains a
Macintosh enthusiast - despite her frustrations in dealing
with Apple Computer this past summer. If Apple really has
changed, I expect Cathy along with other users who have experienced
similar frustrations will have their problems comprehensively
resolved. How about some help
Steve?
Apple might be excused for becoming complacent about their customer support as the company continues to get very high customer satisfaction ratings. After this summer's experience, however, I suspect that customer satisfaction and company loyalty has a lot more to do with superior Macintosh hardware and software, rather than with after sales support. If the company truly believes that 'the journey is the reward' it has to accept that the 'journey' for its customers starts not in a sales room, but in their homes when they set up their computers. In the words of Louis V. Gerstner, Jr., Chairman & CEO, IBM Corporation, "Everything starts with the customer."
Mick O'Neil (mickoneil@mymac.com)
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