WHAT IF PEOPLE BOUGHT CARS LIKE THEY BOUGHT COMPUTERS?
General Motors doesn't have a "help line" for people
who don't know how to drive, because people don't buy cars like
they buy computers -- but imagine if they did . . .
- HELPLINE: "General Motors Helpline, how can I help you?"
- CUSTOMER: "I got in my car and closed the door, and nothing
happened!"
- HELPLINE: "Did you put the key in the ignition slot and
turn it?"
- CUSTOMER: "What's an ignition?"
- HELPLINE: "It's a starter motor that draws current from
your battery and turns over the engine."
- CUSTOMER: "Ignition? Motor? Battery? Engine? How come
I have to know all of these technical terms just to use my car?"
- HELPLINE: "General Motors Helpline, how can I help you?"
- CUSTOMER: "My car ran fine for a week, and now it won't go
anywhere!"
- HELPLINE: "Is the gas tank empty?"
- CUSTOMER:
"Huh? How do I know?"
- HELPLINE: "There's a little
gauge on the front panel, with a needle, and markings from 'E'
to 'F.' Where is the needle pointing?"
- CUSTOMER: "It's
pointing to 'E.' What does that mean?"
- HELPLINE: "It
means that you have to visit a gasoline vendor, and purchase some
more gasoline. You can install it yourself, or pay the vendor
to install it for you."
- CUSTOMER: "What!? I paid $12,000
for this car! Now you tell me that I have to keep buying more
components? I want a car that comes with everything built in!"
- HELPLINE: "General
Motors Helpline, how can I help you?"
- CUSTOMER: "Hi!
I just bought my first car, and I chose your car because it has
automatic transmission, cruise control, power steering, power
brakes, and power door locks."
- HELPLINE: "Thanks for
buying our car. How can I help you?"
- CUSTOMER: "How
do I work it?"
- HELPLINE: "Do you know how to drive?"
- CUSTOMER: "Do I know how to what?"
- HELPLINE: "Do
you know how to drive?"
- CUSTOMER: "I'm not a technical
person! I just want to go places in my car!"
5

Back
bwjames@usd.edu
- - -