Customer Service Feedback

This is my 3rd post about Burger King, and their crappy customer service. This time, however, I experienced the shabby treatment at SM San Lazaro.

It was Sunday June 28, 2009, around 5:30 PM. After a business meeting with pharmacy operators, my stomach prompted me to refuel. So to satisfy my hunger, despite my previous experiences  with them,  I still decided to eat at Burger King, well  because I like their burger.

I did not come there for the wi-fi since I still have to do errands for wifey, but since I am already in a wi-fi area, I thought of checking my email while eating. So I requested the crew for the username/password.  Well, to be consistent with their reputation, they declined my request and said they prefer dining customers over customers who use their wi-fi. I said, you can see that I have a lot on my tray, I just need to check my email.  The lady manager insisted they prioritize dining customers.

It was such an insulting experience, (1) I came there to eat primarily,  to check the email is only secondary. (2) The manager insinuated that because I have with me my Mac, I am there for the free ride, thus a loss opportunity (to sell more), (3) to get the message across, the manager preferred to refund the amount I paid, instead of accommodating my request for the username so I can check my email.

I quietly walk away controlling my temper.  Perhaps she stereotyped all bloggers as free loaders, thus, the shabby treatment. Not to mention that I am only wearing a faded jeans and t-shirt at that time and it could have added to the prejudice. But hey, she’s dealing with an Asst. Vice President for Human Resources, and formerly one of the Senior Managers of SM Supermalls. I could have called my friends in the high places but opted not to.

A lot can be learned here, and I hope to blog about this  extensively in my management blog. Points to ponder are as follows:

1. Is there really a need to provide a free wi-fi in a fast food if your strategy is volume sales? What’s the point of attracting a niche segment of the market if you will only contempt them? A case of identity (brand image) crisis?
2. Aren’t managers trained how to deal with customers and communicate that
   • during peak hours, free loaders are not allowed or
   • you can only surf for a maximum of 1 hour (They can learn from McDo Bagiuio on how they regulate their free wi-fi)
   • And how to distinguish the free loaders from not?

So readers, beware of if you intend to use their wi-fi. If you want to read my previous posts about BK, below are the links:

1. Burger King and Blogging
2. Customer Service Is Courtesy