We'll Call You: Beats by Dr Dre

Mole has noticed that Beats by Dr Dre headphones are popular with Olympic athletes, but our attempts to find out more about the brand fell at the first hurdle

Beats by Dr Dre Thank you for calling - how may I help?

Mktg Hi, I've seen a lot of Olympic athletes wearing Beats by Dr Dre headphones - are you bringing out an Olympics edition of the headphones?

Beats Please can you tell me your name? (Mole gives name.) And your telephone number?

Mktg I just have a general enquiry. I'd prefer not to give my telephone number.

Beats Unfortunately, this is mandatory information.

Mktg Why do I have to give my number, I'm just interested in buying your headphones?

Beats It's our procedure and obligatory and I can only assist (if I have) those details.

Mktg I'm uncomfortable handing over my phone number. Let me think about it and ring you back. (Mktg calls back later. A different call-handler answers, but again asks for our number.)

Mktg Why do you need my phone number?

Beats We need your phone number and email address to register you in our database.

Mktg Why do I need to be registered in your database - I just have some general questions.

Beats I understand, but without this information we can't give any answers.

Mktg Why not?

Beats We have some rules, so I need to know your first name, last name, email address and phone number.

Mktg What will you do with this - will you sell it on?

Beats Nothing. We register our customers to our database and nothing else.

Mktg Will you contact me trying to sell me products?

Beats No - we don't try to sell you something. It's only our database, and if you will call us again we just find you and will not ask the same questions.

Mktg But I want to ask (you) questions - why will you be asking me questions?

Beats Because we need to know who calls us and register your call in the database.

Mktg I'm scared to give you this data because I don't know what you are going to do with it. Is there no way around this?

Beats Unfortunately, I can't give you any information without your phone number and email address.

Mktg Sorry, I don't want to give it. Thanks for your help.

VERDICT: 1 out of 10

The reasons the call-handlers gave for having to insist on contact details were vague at best. It felt like a data-mining operation, which seems likely to scare off many potential customers.

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