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Best Buy: Addressing Customer Concerns and Privacy Issues

O’Connor, B., Owens, C., Richards, P., and O’Rourke, J.S. (Editor)
February 12, 2018
North America
Strategy & General Management
14 pages
lawsuit, tax returns, image, image management, allegation
Student Price: 
$4.00 (€3.69)
Average rating: 

This case study focuses on Raelyn Campbell, a former Best Buy customer, who is suing the company for $54 million. Campbell states Best Buy lost her laptop - while being serviced for repairs - and tried to cover up its disappearance for more than five months. Additionally, Best Buy failed to address her concerns about identity theft when she acknowledged that years worth of tax returns were still on the missing laptop. The company must now decide how it will manage its image in response to this allegation and devise a communication strategy to further address customer concerns and privacy issues.

Learning Outcomes: 
  1. Potentially large payout due to current or future lawsuits.
  2. Best Buy’s current privacy protection and customer communication practices are being questioned.
  3. The impact of the media and blogging community on future sales may carry long- term consequences. Dealing with the digital voice provides a unique challenge for large companies.
  4. Similar privacy issues have been reported against Best Buy in the past and trust is becoming a problem.