Costco Connection - December 2007

have Costco Concierge there.
Costco provides.”–Pam Bruner

is less than a minute, says Frances. The average troubleshooting time is 18 minutes.

The nature of the beast

There’s little doubt we love our gadgets. According to Advertising Age, we each own an average of 25 consumer electronics and were expected to spend about $1,200 this year acquiring more. With such an array of products, it’s no surprise that problems arise.

A common culprit is getting electronics made by different manufacturers to work together, such as a computer and a wireless router or a TV and a DVD player. Jim Evert, a Costco member in Crescent City, California, ran into this problem when he bought a new computer from Costco. It wouldn’t work with the printer he had.

A perplexed Evert contacted Costco Concierge for help. After two and a half hours of trying various solutions and scenarios, the technical-support rep and Evert concluded that new software from the printer manufacturer was needed for things to work. Evert says he was “extremely impressed” by Costco Concierge’s help, but in the end it was determined that the printer maker no longer supported the product. Evert ended up buying a new printer.

Are things getting better? Compatibility is “something that the different industries are constantly talking about, through different conferences and places like our big trade show every year—CES [the International Consumer Electronics Show], where various entities come together to work on these issues—because everybody wants to serve the consumer in the end,” comments Jenny Pareti, spokeswoman for the Consumer Electronics Association (CEA), a trade association.

Along with the annual CES—a massive trade show where more than 20,000 product launches are made each year—the CEA sponsors technical conventions called PlugFests, where companies converge to discuss new products and explore ways to make sure they work together, says Pareti.

Other help for consumers is available through a number of online tools that have been developed in the past decade by manufacturers and by other independent organizations. The CEA, for example, offers several resources for

consumers, including the CEA Connections Guide ( www.ceaconnectionsguide.com), which leads consumers through setting up TVs and audio equipment, and Digital Tips ( www.digitaltips.org), an interactive buying and setup guide.

Other improvements are coming as a result of recommendations and requests from retailers, including Costco. As one of the country’s largest sellers of consumer electronics, Costco can work directly with manufacturers on improvements that stem from member feedback.

“We are in constant discussions with manufacturers about ways to improve their products, make setup easier and eliminate confusion for our members,” says Geoff Shavey, Costco’s assistant general-merchandising manager for computers and cameras.

Some of the improvements are relatively simple. For example, simple packaging improvements that clearly list features and benefits have been made on some boxes to let purchasers know what to expect. And quick setup guides, with user-friendly illustrations, make it easier for people to get a product up and running without having to leaf through the owner’s manual, which can be devoted to advanced features.

Also, Costco includes cables with many TVs, DVDs, printers, monitors and other electronics— which is not only an added value, as some cables can retail for $50 and more, but ensures that the righ t cables are being used.

If these measures aren’t enough, Costco Concierge is there to help. That’s what solved the problem for the Bruners when their TV picture disappeared. It turns out they just needed to press the “input” button on the remote control.

“It was such a relief to have them there,” Pam Bruner says of Costco Concierge. “What a great service Costco provides.” C

^UsingCost(co Concierge

Using the Costco Concierge tech-support program is easy. Here’s how.

■ Call toll-free 1-866-861-0450.

■ Have your Costco membership number on hand. Also have the product’s item number (printed on the receipt) and its make, model and date of purchase.

■ You’ll be asked what language you want and what type of product is involved. Then you’ll be connected to a Costco Concierge tech-support representative.