It’s never nice to discover people don’t like you so this cannot have been a great week for Dixons.
All companies know they have dissatisfied customers and most work hard to keeping the numbers as low as possible, accepting that some people are simply impossible to please.
And in these days of online consumerism where everyone can be a critic, negative feedback is par for the course.
With no effort on their part, Dixons found itself thrust into the headlines and savaged by legions of critics, some of whom have probably even shopped there.
But possibly not more than once.
Like many others, I could have understood Apple hiring someone from John Lewis or Marks and Spencers, but the Dixons shopping experience is so far removed from that of Apple I struggle to understand the hiring.
Some Apple customers were so baffled and concerned by the move that they emailed Apple’s CEO Tim Cook to question his judgement.
Think about it – a major UK retailer has so mismanaged its own reputation over the years that, when its boss makes a definite move upward, customers email his new employer to suggest they’ve made an error.
Could there be a worse way to discover just how poor your reputation is with such a vocal crowd?
Anyone want to guess how many of those slagging off Dixons this week are the ‘computer guy’ less IT-aware friends and family seek buying and shopping advice from?
If Dixons is to have a long-term future on the UK high street, Browett’s successor is going to have to take urgent action to improve the retailer’s reputation.