Top 10 NPS Leader Fails to Deliver

Consumer insights on NPS: Amazon > Costco


Costco ranked #5 on the top 10 NPS leaders with a score of 77%.

I received a flyer from Costco when checking out yesterday for their “black Friday” specials.

Since we’re in the market for an HDTV, I actually clicked on the QR code on the flyer and found the TV, at a price, we wanted.

When I finally got around to ordering the TV at 10:00 p.m., I had to wait to be reminded of my password.

Once I placed the order again, there was a $34.95 shipping charge, tax and a $25 non-member up-charge.

I called the toll-free customer service line to ask why I was being charged a non-member up-charge since I’ve been a member for a number of years, only to receive a message that the line is answered from 5:00 a.m. to 5:00 p.m. PST.  Sad.

Next, I go to Amazon, find the same TV with free shipping and no tax.  Transaction complete in under five minutes for less than it would have cost from Costco.

This morning I received an email from Costco reminding me I’d left a $450 purchase in my shopping cart.  I responded that they were not able to answer my questions when I was ready to buy so I had already bought from Amazon.

So far, no response.

Is it any wonder Amazon is beating the pants off brick-and-mortar retailers trying to offer an online channel?

In order to provide an acceptable, or especially outstanding, customer experience, you must be available when your customer needs you via the communications channel they choose.

It will be interesting to see Costco’s next NPS.


About Chipotle for Life

An integrated marketing professional who generates insights from analytics to increase revenue. My blog for marketing now resides at After getting requests from a number of people about my eating and exercise routine, I've decided to begin sharing about my healthy obsession with Chipotle and exercise.
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