1. RLA Wireless Committee Project Report:
Reverse Logistics
What are companies (MOs, OEMs) doing to proactively prevent returns?
D. Vikartofsky, M. DeLong, C. Griffin
Notes:
January 2011

2. Current After-sales Device Support  RL MO/OEM Returns
MO’s control access to the customer
Advanced exchange, over the counter and post return replacement/repair is coordinated by the MO (exception Apple)
Information flow on returns from the MO to and from the OEM to the MO is non-existent
OEM’s typically no longer offer repair directly and rely on 3pl’s
Customer returns exhibit a high incidence of no-trouble-found or unable-to-duplicate the issue
Notes:
RLA Wireless Committee /

3. Current Practices-MO  RL MO/OEM Returns
Verizon
At Verizon stores, during and after the sales closing process, customers are provided information on to make and receive calls, and other basic user information on their new handset
Offers free scheduled one-on-one PDA training to teach customers how to use the more advanced features available on smart-phones
Goal is to train the customer more effectively upfront to reduce returns
Post sales, Verizon offers an in-store test procedure to help determine if there is an existing problem
Some minor problems, including software re-flashing (non-PDA) can be handled in store
Problems beyond repair at the store level need to be returned through the normal Verizon repair channel
Notes:
RLA Wireless Committee /

4. Current Practices-MO  RL MO/OEM Returns
US Cellular
At the time of purchase, staff will set-up and personalize the customers new handset
Offer free weekly device workshops (either group or one-on- one) that are customized to meet the needs of the group or individuals attending
Many higher volume US Cellular locations have a technician on-staff to handle software re-flashing, screen replacements and other minor to mid-level handset repairs
If the customer chooses the unlimited package and has a defective handset, they are given an immediate replacement at the store (new or refurbished based on availability)
Notes:
RLA Wireless Committee /

5. Current Practices-MO  RL MO/OEM Returns
Sprint
Sprint works closely with manufactures to provide prelaunch retail training on wireless devices.
Mfg’s are encouraged to visit retail (escorted) to hear the voice of the customer 
Repair is still being performed in COR*, which allows customer to retain their personal information
Typical repair is 30 minutes or less
Not just cosmetic
* Company-Owned Retail
Notes:
RLA Wireless Committee /

6. Current Practices OEM’s…  RL MO/OEM Returns
Apple
At Apple stores sales personnel are encouraged to offer to set up and other services when they sell an iPhone
The Genius Bar is very successful as it drives face to face interaction with handset and customer preventing many unnecessary returns. Customers can sign up to get additional support
Genius Bar’s have SIM’s that can be used to validate the phone has been provisioned correctly
The Genius Bar and Call Centers are notified on current and pending software upgrades so they can guide the customer to iTunes solution if appropriate. ITunes provides a way to assure a high percentage of customers have the latest software revision.
Smart Batteries allow for quick trouble shooting of defective batteries.
Indicate % charge capacity held, age of battery and number of charges
Notes:
RLA Wireless Committee /

7. Current Practices OEM’s…  RL MO/OEM Returns
HTC
More involvement with carriers to improve the device delivery process at activation.
Improved use of the web social communication tools to educate the customer on device use (You-Tube, Facebook, Apps, Flickr)
Notes:
RLA Wireless Committee /

8. BEST PRACTICES Carriers  RL MO/OEM Returns
Allow sales to take the time to train and set up the customers device
this is a challenge — esp. when it is busy
Have dedicated personnel that can work 121 and with groups
The Genius Bar is an example of having the resources to schedule the customer specific time to resolve issues/become more informed.
Work closely with manufactures to assure they are hearing the voice of the customer about their product
Invite them to observe at high volume locations
Thorough pre-launch training (utilize the Web)
Notes:
RLA Wireless Committee /

9. BEST PRACTICES OEM’s  RL MO/OEM Returns
Provide Pre-Launch Carrier Training
It is critical that not only sales but Customer Service and Technical teams also are included in the training
Leverage the various mediums to provide device support that is accessible by the customer when and how they want it
Utilize web social connectivity: You Tube, Facebook, Apps
On-Line interactive simulators, “how to’s”
Device information/tips for carrier customer support teams
Post launch feedback obtained directly from the customer
Carrier store visits
Carrier focus groups with their Call Center and after sales support teams
Notes:
RLA Wireless Committee /

10. NEXT STEPS?  RL MO/OEM Returns
RLA/W team discussion & suggestions…
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Notes:
RLA Wireless Committee /