Have you ever watched a TV show or movie and had a hard time trying to follow the plot? It's especially annoying when people you know, like, and trust, say “What a great show! (or flick).” It kinda makes you feel like you are not hip, or as with it as they are if you can't follow the formula.

I have talked before about the Hero's Journey which is a plot formula that is relatively easy to follow since it follows a familiar pattern. It can become too predictable, so writers will often add a plot twist as a pattern interrupt. But, ultimately it comes back into the pattern so you can follow along.

Sitcoms and dramas often have two or three storylines that follow their own formulas, but then meet at the end to form a cohesive plot or storyline. But, if one of those threads ventures off too far from the other, the show as a whole can become confusing and disjointed.

Everything In Orders

I've mentioned Home Depot a few times over my last few blog posts. I have placed a handful of orders for different things. At first, I thought that the process was consistent. But a couple of the last ones broke from the formula and became confusing and disjointed.

The first order was placed because of an in-store visit. It was the salesperson (Linda) who won me over by taking the time to explain appliances circa 2022 and how they are different than the ones I bought in 2000. I placed the order in-store, and the delivery date was changed because our home closing date was moved. It was easy and seamless, and everything was delivered as expected, on time, and in perfect condition.

The post-sale communication was clear, concise, and spot-on.

We started looking online for more things like furniture and plumbing fixtures. I then ordered a few things. Again, the ordering and delivery process was completed fast and without any glitches.

As you can imagine, the marketing emails started to flow and prompt us to buy more stuff. I wanted my office closet to have shelving, and we needed blinds for our windows. This is where the system started to break down.

The closet organizer person came to our house and measured the closet and gave us a price. He explained it would take a few weeks to get the project done. I said, “Okay,” and paid with my credit card. That seemed fairly straightforward, so I booked a different person to measure our windows for blinds.

In the meantime, I wanted a grill, so I hopped into the car and went to the store to compare a few models. When I got there there was no one around to ask questions of. I went to the service desk and they called someone to help. Ten minutes later, a couple of young people showed up who clearly knew little to nothing about the products or processes.

I asked, “What is the difference between these two models?” The response was “That one is more expensive and probably built better.” I asked, “How hard are they to assemble and what's the delivery process like?” They said, “I like to assemble stuff so I would do that,” but nothing about delivery. So I asked, “Do you have one of the more expensive ones in stock?” (seeing multiple boxes way up high on a shelf). After a few minutes, he said, “We have none here but the store ten miles away has four.” I said, “So if I order one they can ship it?” and he said “Yes!”

Needless to say, I expected the process to be similar to the appliance order, but IT WAS NOT!

Failing To Communicate

I went home and ordered the grill. The checkout said it will be delivered on October 8th (a full two weeks after the order date). I was trying to figure out why it would take that long since they had four in stock. Maybe I had to wait in line for other orders?

Then the closet guy called and said they were sending a guy to measure the closet. I went online to look at my order and there was nothing in their system. The guy came and measured and said they would call with more details. That call never came.

Then the window covering measurement was scheduled by another group. They came and then a few days later I got a call from a blinds salesperson, but still nothing in their online order system.

I did get an online confirmation that my grill was on its way and would be delivered 2 days early. That order was on their online website system, but the tracking information was cryptic and ever-changing.

The delivery day came and went. Their website tracking said “Out for Delivery. (Standard Delivery before 3 PM)”, but nothing since. I called the day after, and they said they have it being delivered to the shipper, but nothing past that it was on a truck somewhere.

As you can imagine, I have totally lost faith in the process, and have not placed any orders since. Nor may I ever again.

Lessons Learned – Final Thoughts

What I have come to realize is that Home Depot online stocks some things. While other products (like a grill) are drop-shipped for a vendor or manufacturer. And others (like closet organizers or blinds) are done through other subcontractors and vendors. Each has its own ecosystem and ultimately has different communication methods. That may be profitable for them, but it's confusing and inefficient for their customers.

It made me realize that many of us may have issues like that in our businesses, too. In order to build confidence and consistency, every method of communication should be universal. In other words, in my business, clients communicate the way that they like to communicate, so I have to manage multiple systems.

Some like to email, while others will text, and others will use Facebook or LinkedIn messenger. Now some of you and your businesses have different people monitoring different platforms. While it may be more profitable to do that, it can become confusing and inefficient for customers.

It's best to have the people or at least the systems, methods, (and especially response times) be universal as possible. Your customer service experience should be part of your overall brand, and be cohesive and consistent no matter which or how many platforms your clients choose to communicate with you!

I think it's very important to have a feedback loop, where you're constantly thinking about what you've done and how you could be doing it better. I think that's the single best piece of advice: constantly think about how you could be doing things better and questioning yourself.
– Elon Musk

Comment below and share your thoughts, ideas, or questions about consistent communication systems in B2b sales and marketing.

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast.