Even all-conquering Aldi cocks it up in the wine stakes

One of the uncomfortable truths about modern life is that customer service gets worse rather than better. Despite all the bullshit our bigger companies dispense.

Aldi has made great inroads into the UK – chiefly by being cheaper and more efficien with its online service. Wine has been one of the drivers of that.

Its website currently boasts about the amount of wine it’s shifting: buy now before it’s all gone.

Well fair enough. Except there doesn’t seem to be any and its customer service has gone into meltdown. Maybe they’re all coming back from the bank holiday weekend.

I ordered some on Tuesday for named day delivery today but – no wine. After 20 minutes on the phone waiting for customer services the news is that they’re busy and they have no idea when the wine will be despatched. Or even where it is.

The customer journey is a long and winding road, even for companies who are supposed to be good at it.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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