Buying a Kindle book on Amazon as a gift is a wonder and a joy. The recipient receives an email and clicks to accept the gift. Before they know it, the book is downloading to their Kindle. If they don’t want to accept the book, perhaps because they already have it, they can easily choose something else instead of choosing “accept.” The entire process is fast, easy, and magnificent.

After sending a Kindle book as a gift to one daughter, I wanted to do the same for the other daughter who has a Nook. I searched Barnes and Noble’s website for that option and instructions, but found nothing. Not to be deterred, I called technical help first and then sales help. In both cases, I was told I should just send an electronic gift certificate. I pointed out that a gift certificate is not the same thing and explained the beauty of Amazon’s approach and then encouraged them to pass the word on to the powers that be so Amazon doesn’t eat their lunch, and their Nooks.

What would a smart response sound like? What would prevent me from walking away and telling everyone to buy a Kindle instead of a Nook? 

“Thanks for the feedback” or “Why would you rather give a book than an electronic gift card?” would be good starters. Anything that left me thinking they care, they value my opinion, and they are interested in improving their product would be great. Had they done that, I would have gotten off the phone thinking B&N might add that capability soon.

But that isn’t the response I got from either. Both were annoyed at my suggestion. Both suggested an electronic gift certificate ought to be satisfactory. Both were simply defensive.

Kindle 1, Nook 0.

The lesson? Everyone in your company who talks to customers is in a position to strengthen customer relationships and increase sales. That also means they have the power to sabotage your brand and your sales without even trying.

How prepared are your employees to strengthen your brand and customer relationships?