A number of years ago, in the middle of the “.com boom”, I started reviewing computer hardware, and I needed a router to share internet access with all my computers. Routers weren’t all that common back then, and the $150 I paid for my basic SMC router back then, on sale, was a pretty good deal, since it and other similar units normally went for around $200. I had some configuration questions a few months later, so I called their non-1-800 number… and was on hold for over half an hour. When I actually got someone on the line, he was courteous and very knowledgeable. I was satisfied with the end result, and came away more informed on the product… but I wished it could have been a bit faster, and a bit cheaper (toll-free). Little did I know I would get my wish… we would all get our wish… but not what we actually WANTED.

A colleague of mine shared an interesting adage with me “you can have it three ways: fast, cheap, and right… choose two”. The lesson is clear: if you want it fast and cheap, don’t expect it done right. Fast forward a few years (with basic wireless routers going as low as $39.99), and I called SMC support again. They had a 1-800 number now, and I got through in under 10 minutes this time… except this time to someone in India that was clearly reading off of a manual.

This cheapening of quality is happening across the industry, and we’re all to blame for it. Every time you buy product A instead of product B simply because A is cheaper, you cast a vote for poor quality. Of course, no one actually WANTS poor quality, but like another old adage says “actions speak louder than words”. This is also by no way limited to technology either: if we say we don’t want genetically modified foods, yet we keep purchasing them because it’s convenient and cheap, then Mosanto will keep making them, and stores will keep selling them.

So, this holiday season, it’s election time for the electronics industry: you’ll see tons of suspiciously low-priced goods on sale, especially on boxing day. Say no to the $1 DVD players. Grab a salesperson that deals it the product type you’re looking for and ask “what have you had the least amount of complaints about/most positive feedback about”, and if you’re convinced it’s a quality product, and you can afford it, go for it. Until the industry realizes we’re ready to both pay and wait for better, we ain’t getting’ better!

While the above may seem like no big revelation to some, stay tuned for next week, when I delve deep into how this issue is pulling much of the talent out the tech support industry.

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