ConsumerScope - Don't Forget Customer Service
By Todd Thibodeaux
Customer support is as essential a component of the selling process as the quality of the product itself. Being able to set up and use the product you just bought is a crucial factor in a customer's satisfaction with a consumer electronics purchase, as are additional support in terms of warranties.
Setup of consumer electronics products has traditionally been the role of the male head of household. Men, overwhelmingly, claim this to be the case. The fact is, males in the household tend to overstate their involvement in new product setup. Nearly 3 in 4 men say they are the person most likely to have this responsibility, but only 66 percent have actually taken charge of the setup of products purchased in the past 2 years. Women, on the other hand, tend to understate the role they play and give credit to spouses or children. Only 37 percent report being the person most likely to set up new products, while 46 percent have performed the task in the last 2 years.