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Stupid consumers plague CE industryMay 9, 2008The consumer-electronics industry needs smarter consumers—that’s the takeaway from a Wall Street Journal article titled “The War on Returns.” The article cites a study by Accenture noting that the US electronics industry last year spent about $13.8 billion to re-box, restock, and resell returned products. The article states, “Especially galling to manufacturers is that many returns are preventable: Only about 5% of returns were because a product was truly defective. Instead, most consumers give up on products for other reasons, such as the device being too confusing to use, the study found.” A full 68% of returned items ended up with an NTF (no trouble found) result; 27% were returned because a product “was too expensive or the spouse didn’t like it.” The article cites ways CE manufacturers are responding: • Manufacturers including Vizio are including more information on product packaging to help consumers make sure they are purchasing the right products. (Perhaps some such vendors had previously been promising out-of-the-box solutions that didn’t meet customer expectations.) • Companies including Seagate Technology have begun eliminating installation disks and providing simple guides instead of lengthy instruction books. • Retailers including Best Buy are setting up consumer concierge services to help resolve problems and avoid returns. The article notes that Best Buy’s Geek Squad has helped reduce home-theater-system returns by 10% and PC returns by 40% • Sony has begun allowing customers to engrave their names or messages on personal computers and digital cameras—engraved items cannot be returned unless defective. My conclusion—perhaps it’s the manufacturers who are stupid, not the consumers. If you make a product with a user interface that’s so poor the average consumer can’t figure it out, then your product is defective, even if all the transistors, buttons, displays, and other components work. What’s your experience with consumer electronics—from your perspective as either a manufacturer or purchaser? Posted by Rick Nelson on May 9, 2008 | Comments (28)
May 9, 2008
In response to: Stupid consumers plague CE industry jtjans commented: I agree with your conclusion. I recently purchased an LG HGTV and home theater combo. Together they have about 50 pages of instructions - all out of context and two separate remotes that each work both devices - sort of. I have a masters degree in EE and am a registered P.E. and I am having trouble getting all of this stuff to work together. w
May 9, 2008
In response to: Stupid consumers plague CE industry Chris J commented: I also agree with your conclusion. It seems Joe average has a hard time setting up a home theatre system; too many cables, too many settings in the equipment menus to allow the consumer to get confused and subsequently get sub-optimum results. I have helped two friends adjust Home Thetre systems they had owned for several years, neither had any idea that their systems were set up incorrectly. A third friend has some obvious errors in their system but cannot be bothered to get it fixed (he does not realize he needs to use digital audio outputs to get Dobly Digital to get true surround sound), "too complicated" he says! He is "almost happy" because it "almost works".
May 9, 2008
In response to: Stupid consumers plague CE industry Nick G. commented: You are right on! I do believe the problem is with the manufacturers, who seem to have people intimately familiar with the set-up needs write the instructions, which are NOT checked out by a neophyte. Furthermore, many instructions are obviously written in a non-English speaking country and can be confusing for that reason. A lot of problems could be resolved if they would just have 2 or 3 employees, working independently, set up the system with the instuction and not be given any additional information and not be allowed to converse with others on the set-up.
May 9, 2008
In response to: Stupid consumers plague CE industry Nick G. commented: You are right on! I do believe the problem is with the manufacturers, who seem to have people intimately familiar with the set-up needs write the instructions, which are NOT checked out by a neophyte. Furthermore, many instructions are obviously written in a non-English speaking country and can be confusing for that reason. A lot of problems could be resolved if they would just have 2 or 3 employees, working independently, set up the system with the instuction and not be given any additional information and not be allowed to converse with others on the set-up.
May 9, 2008
In response to: Stupid consumers plague CE industry kjb commented: If you can't take the heat...
May 9, 2008
In response to: Stupid consumers plague CE industry KEVIN GIARDINI commented: I am inclined to agree, but sometimes the Manufactures are on the crest of the Technology curve; My wife asks our daughter how to use certain functions on her new cell phone. The kids know how, but sometimes adults (the average Joe) are "new technology" challenged.
May 9, 2008
In response to: Stupid consumers plague CE industry yo commented: I have a Casio watch Telememo 30, 3 timers etc etc -- I can not set it's analog time when I travel , because it requires a Ph.D to work through the multifunction menu and button options - I hate it
May 9, 2008
In response to: Stupid consumers plague CE industry Ken McGhee commented: When there were only a few things to remember I felt like taking the time to learn arcane procedures to make consumer
May 9, 2008
In response to: Stupid consumers plague CE industry Alan D commented: It's the manufacturers, not the consumers. I recently bought, and subsequently returned, a Belkin USB WiFi adapter. What could be more simple? Install the software, plug in the device, see the network and voila, you're connected, right? Wrong. After downloading new drivers, etc, etc, I returned it for my money back. I'm sure this device was NTF, but it was NFW for me.
May 9, 2008
In response to: Stupid consumers plague CE industry Jay J commented: I guess Microsoft has got it made. you just need that little policy that says if you take the shrink wrapper off, it's yours....No matter what kind of junk or lack of instruction is inside the box.
May 9, 2008
In response to: Stupid consumers plague CE industry kpc commented: User interface should be a mandatory subject to be taught in engineering school. Most engineers cannot think from a user's prospective.
May 10, 2008
In response to: Stupid consumers plague CE industry gb commented: Are they bleating and expecting us to pay more ? Lets face it - Consumer electronics is a market flooded with products that nobody actually needs,
May 10, 2008
In response to: Stupid consumers plague CE industry J. Carrigan commented: Oh now, that's smart... let's call our customers Stupid. That should make them want to buy more of our products. The blame here rests squarely on the shoulders of management at these companies for hiring marketing staff that does not understand their market, not on the customer. Let the folks on your production floor try the product, they're more representative of your customer base than the 28 year old MBA right out of school. Oh, that's right, you don't have a production floor any more. Never mind, I understand now, you're right, the customer is stupid.
May 12, 2008
In response to: Stupid consumers plague CE industry Steve Jones commented: It's both sides of the party that has issues... True the companies can do a better job at providing information in an understandable format, but the customer must also put forth some effort to learn also. People are naturally lazy and don't put out the effort to learn somthing new. I have just mounted, wired, and setup a Viso TV... Without problems, using the provided instructions which I found very useful. But I had to sit down and really read the information provided. Unfortunantly I can't say that all the projects I attempted have gone as well.
May 12, 2008
In response to: Stupid consumers plague CE industry WB9JTK commented: Decades ago there were these things called "TV shop" and "stereo shop" all over the USA. You went in there and a real human helped you pick out what was right for you. Then they delivered the TV to you and set it up for you. They adjusted the antenna and the colour and showed you how to use the remote. There was never a problem with 'hard to understand instructions'.
May 12, 2008
In response to: Stupid consumers plague CE industry DGG commented: Hmm... if you make returning a purchased item simple with no (aka limited) explanation required, and the consumers take adavantage of this option, who is stupid?
May 12, 2008
In response to: Stupid consumers plague CE industry Jack Rivers commented: I'm one of those Stupid Consumers> Just bought a Cannon 8800F scanner. When I could not figure out how to caption photos, I called Canon. "Sorry, you'll have to contact the mfg. of the bundled software." Two application were included; one from ArcSoft, one from Adobe. Both told me that they do not provide Tech support unless I upgrade to the full version. Frustrated that I bought a product that I could not use, I returned it. I do not consider myself to be a novice computer user. Want to hear more about Seagate and Symantec.... call me.
May 12, 2008
In response to: Stupid consumers plague CE industry Jack Rivers commented: I'm one of those Stupid Consumers> Just bought a Cannon 8800F scanner. When I could not figure out how to caption photos, I called Canon. "Sorry, you'll have to contact the mfg. of the bundled software." Two application were included; one from ArcSoft, one from Adobe. Both told me that they do not provide Tech support unless I upgrade to the full version. Frustrated that I bought a product that I could not use, I returned it. I do not consider myself to be a novice computer user. Want to hear more about Seagate and Symantec.... call me.
May 26, 2008
In response to: Stupid consumers plague CE industry seen it done commented: To be self correcting, a loop needs feedback. The Heathkit folks of long ago quickly learned that if they were not to be a lightning rod for customer support, they needed to trot the manual past know-nothing people. Only when they could assemble a kit with relative ease was a manual released. Today, you're in luck if the person who wrote the manual has English as his first language.
July 1, 2008
In response to: Stupid consumers plague CE industry Don P-B commented: Not only are the manuals written by other-than-English-speaking people hard to read, but often you have bought the thing, read the manually thoroughly, tried the recommended settings only to find you still have a "you can't get there from here" issue of the thing not doing what the available literature led you to believe it could do.
July 3, 2008
In response to: Stupid consumers plague CE industry Rick D commented: If I can't understand how a product goes together and how it fits my needs from looking at the box I don't buy it. Once bought if the device is not intuitive I take it back. I don't have time to read a book or take some kind of computer course every time I buy something. There are so many functions on cell phones, etc that I don't currently have any reason to use that it doesn't make any sense most of the time to buy the product that has everything. If a manufacturer wants me to buy something they need their ads and instructions to be concise and descriptive.
July 29, 2008
In response to: Stupid consumers plague CE industry dumb buyers commented: Consumers are STUPID ! They Blame others for everything nowdays. Many consumers have no business buying complicated electronics and are either too dumb or lazy to learn how to use the stuff. When they do HARD crossword puzzles, I guess they want the answers to be easier.
August 25, 2008
In response to: Stupid consumers plague CE industry R ay H commented: Once upon a time I bought a 486 mother board from Fry's. The instructions was so poorly written, I couldn't figure out how to make it work. So I returned it.
August 25, 2008
In response to: Stupid consumers plague CE industry Dave F commented: I recently bought my wife a Canon camera. It's excellent, but the 180 page manual is only on a CD. It's impossible to get a hard copy in Europe, but I understand that in Canada, both french and english manuals are shipped - half must be wasted.
August 25, 2008
In response to: Stupid consumers plague CE industry Dave F commented: I recently bought my wife a Canon camera. It's excellent, but the 180 page manual is only on a CD. It's impossible to get a hard copy in Europe, but I understand that in Canada, both french and english manuals are shipped - half must be wasted.
December 2, 2008
In response to: Stupid consumers plague CE industry bear commented: I remember Heathkit trying all their assembly instructions on lay people, like housewives, who had never assembled a kit before. Only if they could do it from the instructions and without additional information, those instructions were released to the public. That approach should still be done with modern equipment.
May 14, 2009
In response to: Stupid consumers plague CE industry OldPhart commented: Recently was given a new cell phone. Like my old one, it has a fat pamphlet, about 130 pages in English, ditto Spanish. No table of contents / index, no page numbers. 15 pages on buying airtime, and NONE on where they hid the submenus & sub-submenus. Still can't find a way to show both cell & home phones for one person except by entering EVERYTHING from scratch for each. 12 pages on camera function, but fails to mention that to retain images requires a "hidden" step. Has USB port, no cable, no mention in booklet, and doesn't say whether downloading can be done (they DO show how to send to another phone, paying triple airtime!). Home charger only, none for car. I'm quite impressed - just not favorably.
May 25, 2009
In response to: Stupid consumers plague CE industry AngryMan commented: Whether software or hardware, whatever is purchased is the most important thing in your life. That seems to be the manufacturer's point of view. Because you have purchased the most amazing thing ever, you will obviously read and study every syllable of the manual. I don't have time for that sh*t! If I cannot master "it" without looking at the manual it goes back. Whether consumer products or engineering tools, the sole consideration is profit at the insistence of greed. If Marketing can sell "it" with little regard to usability, investment into usability would only eat into the profits. Convincing people they are morons is cheaper than proper support.
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