MY RUN-ins with awful customer service are nothing new.
But they seem to be happening with increasing frequency of late; one such recent off-putting experience was with Creative.
It goes like this. About six months ago I bought a set of Creative I-Trigue 3000 PC speakers. I'd spotted them on the desk of a friend. They had a nice design, good sound, and were reasonably priced. Not a bad trifecta.
So I ordered a set from Amazon. The first unit arrived and didn't produce sound from the right channel. My first thought, as it ought to be, was that I'd incorrectly set up a system that by all accounts should be very easy to set up. I carefully re-plugged in all the wires, then did it again. Then I went online to see if, for some reason, my iMac wasn't capable of playing 5.1-channel sound, or if something needed to be adjusted in System Preferences. In the end I realized that the speakers themselves were defective and I got in touch with Creative.
Two days later, I finally got an e-mail response: Take it up with the retail outlet.
Amazon, despite some of their more glaring screw-ups, is a company that does understand the importance of customer service — no matter what you've bought, no matter which Amazon you go to (.de, .com., .ca, .co.uk, and so on). As soon as I lodged the complaint, they offered printable mailing labels with which to send the product back (at their expense), and they immediately sent out a replacement unit. That replacement promptly arrived within 48 hours.
The replacement system was and is not perfect. When I adjust the volume with the desktop knob, the sound fluctuates between VERY LOUD and then very soft AND THEN LOUD AGAIN before finally settling somewhere in my desired region. But it was tolerable, and I was beginning to suspect that tolerable was the best I was going to get from a Creative product.

No knob jokes here, folks. Move along.
After a few weeks had passed, we realized that we were going to be moving back to the States. And, of course, I thought it would be nice to take my new, tolerable PC speakers with me. But Creative, unlike almost every other electronics manufacturer on the planet, had skimped on their cinder block of a power supply. It wasn't dual voltage auto-switching; it was limited to 240V, and therefore only good in Europe.
Internet searches revealed that there was a 120V power supply for the US version of the I-Trigue 3000, so I sent this e-mail to Creative USA in early June:
Dear Creative, I would like to purchase a Creative 12V/2.9A power supply for use in the US (120V). I believe the part number is MAG120290UA4. I'm currently using this Creative speaker system in Europe and the power supply (part number MAG120290TH4) is only for 240V outlets. When I move to the States in late 2009, I'd rather not have to purchase a whole new PC speaker system. Can you please tell me how best to go about this? Thanks in advance for your help.
And I received this reply:
Thank you for contacting Creative Labs. You may order a new 12V 2.9 A power adapter for $11.99, plus shipping and sales tax by calling us at 1-800-998-1000. Someone is available to assist you Monday - Friday, 9am to 6pm central time.
Best Regards,
Flaxn (15745)
Simple and efficient, no? All I had to do was call a toll-free number and pay a nominal price to have working speakers in the US. Thanks, Flaxn (15745)!
As I was preoccupied with the process of actually buying the house we'd be moving to, I put off calling for the time being. In September, though, I was ready to order and called the 800 number.
That phone number, however, was no longer a proper customer service line. It simply redirected me to the Web. Here is the actual message, which loops indefinitely, in its entirety:
Hello, and thank you for calling Creative Labs. For product information, technical assistance, or to place an order, please visit us on the Web at www.creative.com. That's www.creative.com.
In less than ninety days, the company had decided to shift every aspect of its customer service to the Internet. That might not have been such a bad thing if I weren't ordering an out-of-the-ordinary part. But for something like sourcing a replacement power supply, their website is absolutely useless.
So I Googled. I trudged through web page after web page. And I finally came across a Creative technical support number that led me to a real, live human being. The customer service rep on the other end, after hearing a story that was now growing longer and more irritatingly convoluted, told me that he couldn't help me and that Creative USA was now handling all its orders through Amazon.
That's right. The guy at Creative technical support told me to take up a manufacturer-specific problem with Amazon. And to indicate that he was indeed conclusively passing the buck and sending me on my way, he gave me the generic 1-800 customer support number for Amazon. How I longed for the polite, informative helpfulness of Flaxn (15745).
Thus began a continued hunt for this cursed power supply and series of e-mail exchanges with a rotating cast of customer support reps: Zhao Yu, Xu Xin, Xiao Li, although not necessarily in that order. I was forced to repeatedly restate my business before, in response to the exasperated e-mail that follows, I got something that indicated a human mind had actually taken the fifteen seconds necessary to process and comprehend my query:
Dear Xiao, Xiu, and any other customer service rep I will be passed on to,
I am well aware that this item is not available for sale in your US store or through your authorized retailers. Last night I spent more than two hours on the Web and the telephone trying to locate it through one of Creative's formal sales channels.
What I was hoping was that you might find a spare MAG120290UA4 power supply in one of your warehouses (surely there has to be an extra lying around somewhere?) and then sell it to me or, as a gesture of goodwill, ship it to me if it is no longer officially for sale.
The hoops I've had to jump through so far just to get a straight, human, personal answer to this inquiry have left me with a very negative feeling toward Creative, and at the moment I'm not terribly inclined to buy another Creative product in the future.
Please let me know if you can locate a MAG120290UA4 power supply for purchase or as a complimentary replacement.
The final, definitive response had this to say:
With regards to your enquiry, I am very sorry but unfortunately, we do not have replacement parts for the power adapter of the Speaker System. However, if your product is still within warranty, you can send it in for RMA, If your product is already out of warranty, I am afraid that you will not be able to purchase the replacement parts. I apologize for any inconvenience caused.
Which, I have to be honest, still doesn't make a lot of sense. There are power supplies in stock for official RMAs but not for purchase separately? And is the hassle and expense of me sending back a tolerable speaker system as an RMA really better than the alternative, that is, just mailing me the power supply directly?
At the end of every e-mail response from Creative was the text: "To provide feedback on your 'Creative Experience' please click on the following link." Believe me, I tried to provide feedback as many times as I was given the opportunity. But the link, wouldn't you know, was inaccessible for the entire duration of our correspondence. Now, ten days later, I've noticed that it's working again.
This farce gets an extension of sorts with a steam-venting tweet of mine from yesterday, which prompted the following reply from @CreativeLabs:
@nostartnoend I'm sorry you feel that way about us. Is there anything I can do to help?
To which my own response is: Yes, Creative, there is. On a personal level, find some way to get me a 120V power adapter for my I-Trigue 3000. (I'm still willing to pay the twelve bucks for it, and I'll continue to quietly put up with the fact that the volume knob is dodgy.) On a more general level, rethink your approach to customer service. Your first commitment should be to top-quality products, so that customers don't end up with multiple defective units. And your second commitment, almost on a par with the first in terms of importance, should be to provide first-rate support when those products don't work as expected.
The more barriers you erect between Creative and its customers, the more you try to replace considered responses with blanket autoreplies, the more responsibility you slough off to third parties like Amazon, the more you will simply piss people off. The sour experience will drive them away from Creative, and it will negatively influence potential customers as well. This is not rocket science, and yet it seems like the first cost-cutting measures most companies try to implement, like hacking away at their customer service infrastructure, are the ones that are clearly the most counterproductive.
To put that all in some kind of nutshell: deferential, face-saving replies on Twitter are simply no substitute for Flaxn (15745).
[UPDATE: When you're done reading this, please refer to my follow-up post to see how the situation was ultimately resolved.]