It’s marketing 101: don’t hold your needs above those of your customers—and don’t defy the expectations that you set with them.
Apple has violated both of those rules this week, and I’m sure they could care less—Apple long ago concluded that their products are so much better that customers will overlook the arrogance with which they treat customers. Here’s what happened: Those customers, (like me, ordering my first smart phone ever) who ordered an iPhone 3Gs over the web last week (Apple sent me an email inviting me to order—I didn’t pursue them) were promised that they would receive their phones “by June 19.”
So far, so good. But then Apple sent out confirmation emails to its customers listing a UPS tracking number link to track the progress of the shipment. I love the e-supply chain so I clicked to see UPS’s cool codes and see where they would ship the phone on the way to me (Anchorage, AK—how cool is that?). I was happily surprised when the manifest said I would receive it on June 17.
Then, this morning I saw the TechCrunch story about how Apple is having UPS hold the iPhones at the Louisville, KY hub until Friday—Apple’s official launch date. It makes sense when viewed from the Cupertino Ivory Tower: Why would Apple want customers to get the products they have purchased before we told the world they should have them?
But of course, true to Michael Porter and Michael Treacy and Fred Wiersema’s principle of business strategy: companies only do one thing really well while trying to maintain parity with competitors on the things they don’t. Apple creates great products. The rest? Meh. UPS delivers packages efficiently—it is all about operational efficiency and supply chain.
So you won’t be surprised to learn that UPS took those iPhones and delivered the heck out of them. While Apple, which is all about product, didn’t pay enough attention (as usual) to that part of the business. Which meant that after UPS announced delivery dates to its customers, Apple stepped in to put the brakes on—and ordered UPS to go slower.
Can you imagine the looks on the faces of the folks at UPS central in Louisville as the word spread that they had to mothball the phones for two days and not do what they do best—deliver packages fast?
And can you imagine the arrogance of marketers telling their customers that a launch date matters more than satisfying their needs? I can’t. Can you?
I feel, respectfully of course, that this is really just an example of you being sore that you can’t have your phone right now even though you technically could. Apple has made no promise that you would have your iPhone ASAP, only that you would have it “by June 19th”. I am as impatient as they come but lets practice some responsible blogging, shall we? You yourself said you were surprised by an earlier delivery date, obviously based upon the “expectations that [Apple] set”. I doubt that this was done with any malice at all.
Jordan,
If you want to chalk this up to my personal outrage, I guess you’re entitled. But if you do so, I’d say you’re missing the point of my post. When Apple promised its customers delivery “by June 19th,” that left open the possibility that it would arrive prior to that date. Now if your supplier is ready to make that happen, why would you as a company intentionally prevent them from doing so? Companies are supposed to delight their customers, not fulfill vague promises that are driven by marketing timetables. My point is that companies do little for their image with customers by doing less for them than they can. Until this week, Apple’s supply chain snafus with earlier introductions have been just that–snafus. When you do it intentionally, you’ve done harm not just to customers but to your company. I relate all this because I think it’s good case example of why marketers need to keep an eye out for letting marketing get ahead of customer service.
My iPhone is on its way and had the same message everyone else was seeing on the tracking. I called UPS and they assured me that this was customs and apologized for the confusing message and assured me that I would receive it tomorrow (the 18th). This is still one day earlier and I am happy about that, so we will see if that really happens, if it doesn’t make it to my house but my local UPS I will be at the distributor as soon as I get off of work!!
Actually, you guys have read their ‘promise’ and transformed it to fit your wants. Apple has clearly stated in all of their emails and on their website that pre-orders will receive their iphone “as early as June 19, 2009.” This means that Friday is the earliest you could get it. They never left room for getting it a day or two in advance. Why would you expect something early when they were very explicit about the matter to begin with. I am waiting for my pre-order also but come on. You can’t read their statements wrong and then complain about it.
Hi Chris,
Thanks for replying. There seem to be conflicting messages about the “customs delay”–as in some reports say UPS confirms that Apple held up the shipments (http://www.pcworld.com/article/166825/the_iphone_3g_s_wait_goes_onmay_get_longer.html). But I do hope you get yours early!
Chris
Not true, Daniel. The confirmation email that went out said, “Delivers by June 19th.” (Now it’s been changed to June 22nd). Regardless, that leaves room to send them early. Vague customer messaging gets you in trouble when you put the process under the customer’s nose for examination.