CompUSA to close more than half of U.S. stores

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No surprise

When customer service is the worst in the industry, it can be no revelation that the business is going to fail. That's exactly what has happened to CompUSA. We wrote an article about this outfit back in May, 2006, stating ...

It's truly unfortunate. CompUSA just doesn't "get it" that retailing is a series of customer events (like links in a chain), starting with marketing and ending with the cash register "ringing" up the sale. If any of those links break in the process, the sale will never be made. This company must be losing at least 25% of its potential sales based on our observations.

What's worse: future sales won't be made either, no matter how good the marketing, no matter how convincing the advertising, no matter how low the price. People who don't trust the "chain" will never test the process again. CompUSA doesn't seem to "get it" on this point, either.

For our full article click the below link:
http://home.sprintmail.com/~thomcom/Thomgrp/CaseStudiesCompUSA.htm

This is not the function of low margins on flat-panel TV's - it's the result of consistently terrible service and the resulting customer abandonment.

William H. Thompson
The Thompson Group
Strategic Marketing & Customer Retention
Walnut Creek, CA
http://www.ThompsonGroupMarketing.com

Posted by: thomcom@...   Posted on: 03/05/07 You are currently: a Guest | Members login | Terms of Use

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