UnMarketing, 2nd Edition

53Undercover UnMarketing

This is one of our favorite chapters in UnMarketing. The thing is, over time we've realized that we're really always undercover unmarketing. When things go right or wrong for us in customer service settings, using the experiences for content is never far from our minds. We've become consumer advocates. Whenever something negative happens, half our brains are hurt and offended and the other halves are thinking about what a great UnPodcast story we have!

Here, in Scott's own words is how the undercover missions got started.

I've always wanted to be a private eye. Growing up watching the three Ms will do that to you (Matlock, MacGyver, Magnum, P.I.). My mission was simple: Visit multiple retail framing stores posing as a customer to do research for an upcoming seminar at an industry trade show. Donning an old baseball cap, T-shirt, and jeans, I set off on my search for the best and worst experiences I could find. Unfortunately, none of the 14 stores I visited could be classified as best because they all performed miserably. My initial thought was that some stores would get it right, treat me as a valued potential customer, and understand how relationships equal good business, and that others wouldn't have the time of day for me.

Each store had the same scenario presented to them—a young man in his street clothes comes in to inquire about getting his college diploma framed, which he did not bring along. So off I went, and that's where everything went ...