This is a follow-up on my previous article. In this article I'll be discussing #2 contained within the definition of customer support I've found online, namely "how conscious customers are of their needs or wants in relation to your company's offerings."
In the past I've worked in the retail business for more than enough time in something akin to an Apple store around here, but which also sold washing machines and refrigerators and so on. During that time I've encountered all sorts of people, ranging from those who simply nose around in stores criticizing the merchandise out of spite because they can't afford it to those who walk up to a product with cash in hand saying they want that one. And then there are the people in between who have to be more or less tutored in the specifics of each product they are interested in based on their specific needs.
The problem is not everyone knows what their needs are and some of people have a harder time expressing those needs. Others confuse their needs with their wants. Others still misunderstand the explanations they receive for various reasons, Mercury retro perhaps, and this case, along with a negligent salesman generate the most amount of complaints these stores receive. I will offer three examples based on personal experience: