How not to treat a customer

from Armed and Dangerous

Jul 7, 2020, 2:38:43 AM

First, my complaint to Simply NUC about the recent comedy of errors around my attempt to order a replacement fan for Cathy’s NUC. Sorry, I was not able to beat WordPress’s new editor into displaying URLs literally, and I have no idea why the last one turns into a Kindle link.


Subject: An unfortunate series of events

Simply NUC claims to be a one-stop shop for NUC needs and a customer-centric company. I would very much like to do business with an outfit that lives up to Simply NUC’s claims for itself. This email is how about I observed it to fail on both levels.

A little over a week ago my wife’s NUC – which is her desktop machine, having replaced a conventional tower system in 2018 – developed a serious case of bearing whine. Since 1981 I have built, tinkered with, and deployed more PCs than I can remember, so I knew this probably meant the NUC’s fan bearings were becoming worn and could pack up at any moment.

Shipping the machine out for service was unappealing, partly for cost reasons but mostly because my wife does paying work on it and can’t afford to have it out of service for an unpredictable amount of time. So I went shopping for a replacement fan.

The search “NUC fan replacement” took me here:

NUC Replacement Fans

There was a sentence that said “As of right now SimplyNUC offers
replacement fans for all NUC models.” Chasing the embedded link
landed me on the Simply NUC site here:

Nuc Accessories

Now bear in mind that I had not disassembled my wife’s NUC yet, that I had landed from a link that said “replacement fans for all NUC models”, and that I didn’t know different NUCs used different fan sizes.

The first problem I had was that this page did nothing to even hint that the one fan pictured might not be a universal fit. Dominic has told me over the phone that “Dawson” is a NUC type, and if I had known that I might have interpreted the caption as “fit only for Dawsons”. But I didn’t, and the caption “Dawson BAPA0508R5U fan” looks exactly as though “Dawson” is the *fan vendor*.

So I placed the order, muttering to myself because there aren’t any shipping options less expensive than FedEx.

A properly informative page would have labeled the fan with its product code and had text below that said “Compatible with Dawson Canyon NUCs.” That way, customers landing there could get a clue that the BAPA0508R5U is not a universal replacement for all NUC fans.

A page in conformance with Simply NUC’s stated mission to be a one-stop NUC shop would also carry purchase links to other fans fitted for different model ranges, like the Delta BSC0805HA I found out later is required for my wife’s NUC8i3BEH1.

The uninformative website page was strike one.

In the event, when the fan arrived, I disassembled my wife’s NUC and instantly discovered that (a) it wasn’t even remotely the right size, and (b) it didn’t even match the fan in the website picture! What I was shipped was not a BAPA0508R5U, it’s a BAAA0508RSH.

Not getting the product I ordered was strike two.

I got on the Simply NUC website’s Zendesk chat and talked with a person named Bobbie who seemed to want to be helpful (I point this out because, until I spoke with Dominic, this was the one single occasion on which Simply NUC behaved like it might be run by competent people). I ended up emailing her a side-by-side photo of the two fans. It’s attached.

Bobbie handed me off to one Sean McClure, and that is when my experience turned from bad to terrible. If I were a small-minded person I would be suggesting that you fire Mr. McClure. But I’m not; I think the actual fault here is that nobody has ever explained to this man what his actual job is, nor trained him properly in how to do it.

And that is his *management’s* fault. Somebody – possibly one of the addressees of this note – failed him.

Back during the dot-com boom I was on the board of directors of a Silly Valley startup that sold PCs to run Linux, competing directly with Sun Microsystems. So I *do* in fact know what Sean McClure’s job is. It’s to *retain customers*. It’s to not alienate possible future revenue streams.

When a properly trained support representative reads a story like mine, the first words he types ought to be something equivalent to “I’m terribly sorry, we clearly screwed up, let me set up an RMA for that.” Then we could discuss how Simply NUC can serve my actual requirements.

That is how you recruit a loyal customer who will do repeat business and recommend you to his peers. That is how you live up to the language on the “About” page of your website.

Here’s what happened instead:

Unfortunately we don’t keep those fans in stock. You can try reaching out to Intel directly to see if they have a replacement or if they will need to RMA your device. You can submit warranty requests to:, a login will need to be created in order to submit the warranty request. Fans can also be sourced online but will require personal research.

This is not an answer, it’s a defensive crouch that says “We don’t care, and we don’t want your future business”. Let me enumerate the ways it is wrong, in case you two are so close to the problem that you don’t see it.

1. 99% odds that a customer with a specific requirement for a replacement part is calling you because he does *not* want to RMA the entire device and have it out of service for an unpredictable amount of time. A support tech that doesn’t understand this has not been taught to identify with a customer in distress.

2. A support tech that understands his real job – customer retention – will move heaven and earth rather than refer the customer to a competing vendor. Even if the order was only for a $15 fan, because the customer might be experimenting to see if the company is a competent outfit to handle bigger orders. As I was; you were never going to get 1,000 orders for whole NUCs from me but more than one was certainly possible. And I have a lot of friends.

3. “Personal research”? That’s the phrase that really made me angry. If it’s not Simply NUC’s job to know how to source parts for NUCs, so that I the customer don’t have to know that, what *is* the company’s value proposition?

Matters were not improved when I discovered that typing BAPA0508R5U into a search engine instanntly turned up several sources for the fan I need, including this Amazon page:

A support tech who understood his actual job would have done that search the instant he had IDed the fan from the image I sent him, and replied approximately like this: “We don’t currently stock that fan; I’ll ask our product guys to fix this and it should show on our Fans page in <a reasonable period>. In the meantime, I found it on Amazon; here’s the link.” >

As it is, “personal research” was strike three.

Oh, and my return query about whether I could get a refund wasn’t even refused. It wasn’t even answered.

My first reaction to this sequence of blunders was to leave a scathingly bad review of Simply NUC on TrustPilot. My second reaction was to think that, in fairness, the company deserves a full account of the blunders directed at somebody with the authority to fix what is broken.

Your move.


Here’s the reply I got:


Mr. Raymond, while I always welcome customer feedback and analyze it for
opportunities to improve our operations, I will not entertain customers who
verbally berate, belittle, or otherwise use profanity directed at my
employees or our company. That is a more important core value of our
company than the pursuit of revenue of any size.

I’ve instructed Sean to cancel the return shipping label as we’ve used enough of each other’s time in this transaction. You may retain the blower if it can be of any use to you or one of your friends in the future, or dispose of it in an environmentally friendly manner.

I will request a refund to your credit card for the $15 price of the product ASAP.

I don’t any of this needs further elaboration on my part, but I note that Simply NUC has since modified its fans page to be a bit more informative.