Posted by Deborah Chaddock Brown on June 3, 2009 under Communication | 
I just upgraded my Verizon phone. Why did I do that?
I’m guilty of being one of those people that is tempted by the latest and greatest gadget. There was nothing wrong with my Motorola Q – we were good friends. But I switched to the Blackberry technology.
YUCK!
I understand there is a learning curve. I’M TOO OLD TO LEARN.
So I am forced to get out the manual. I’m already frustrated and it seems like “giving in” to resort to reading the manual but here I am – manual in one hand – phone in the other.
“Go to the Applications screen”
“Click on Show Tunes”
I go to my phone – no where on my phone does it say “show tunes.” Even if I turn it sideways – still doesn’t say “show tunes.” It says “Show Ring Tones.” Close enough? Guess what – it doesn’t work. It’s empty.
Now I’m angry. I can’t get the phone to work and what the manual says to do is INCONSISTENT with the product.
How many times have you angered your customers because your communicate is inconsistent? Do you use different terms for the same thing. Does one department call a “widget” a “thing-a-ma-bob?”
If different people/departments develop products/services then those that write the instructions – do you have consensus on what you call things? There is nothing that will tick a customer off more than making them feel stupid.
Guess what? Inconsistency makes people feel stupid. If they don’t get it – they surely won’t get you. And then what happens? They dump you and go to the competition.
Don’t lose a customer over something as simple as clear, concise, CONSISTENT communication.
Need help? Hire a copywriter – they are skilled in making sure that the same words are used throughout a communication piece.
Posted by Deborah Chaddock Brown on May 13, 2009 under Customer Moments |
The game is afoot in the grocery store business. For the better part of three years Giant Eagle has been building business loyalty by offering consumers a 10 cent a gallon gas discount for every $50 spent when you buy gas at one of their approved stations. Easy. Spend $50 get 10 cents off every gallon of gas the next time you fill up!
As gas prices rose over the past few years, so did their sales. Whether you liked shopping at Giant Eagle or not – and frankly – I don’t – you couldn’t help but choose Giant Eagle because saving money on gas was just too easy. You can buy gift certificates and also earn gas perks. When my dishwasher and dryer went on the fritz, I bought gift certificates at Giant Eagle for Sears and Best Buy and my gas savings rose to $3.00 a gallon. Almost a free tank of gas at the time!
So it wasn’t surprising to learn that competitor Acme decided to get in the gas game.
When Giant Eagle started their program – if you had a Giant Eagle discount card – you were automatically enrolled. The bottom of each receipt totaled the amount you saved during that day of shopping as well as a total so far that you’d accumulated. Easy. I don’t have to do anything except look at the bottom of my receipt.
Yesterday I shopped at Acme – my preferred store. I was pleased to see that the gas program had begun. Clearly they desired to build customer loyalty. When I got my receipt from the cashier I looked at the bottom to see what I’d earned. Wait – it is different. I’d earned 60 cents. How is that possible? I only spent $80?
“I’ve earned 60 cents?” I ask.
“Only if you’ve signed up for the program.” she explained.
“Sign up – aren’t I just in the program – I’ve been a card holding member for years.” Remember me – your biggest grocery store shopping fan?
“Nope – you have to go to that guy over there. He’ll sign you up.”
Why do I get a tense feeling in my gut? I’m on a tight schedule. I don’t have time for an extra step. This isn’t easy. But I don’t want to walk away from 60 cents.
So I stand in line and as I wait I start to hear about their customer loyalty gas program.
I’ll earn money on SOME of the products I purchase. There isn’t a rolling total on my receipt. The only way to check my customer loyalty gas balance is by calling a number on the back of this new card I have to carry. If I have accumulated $10 in gas credits I pump that amount and then have to start all over with another credit card if my car requires more than $10 in gas.
How is this a customer loyalty program that is easy for the customer? As far as I can see – Acme realized they needed to do something but rather than create a program similar to the one Giant Eagle has successfully educated consumers with – they have developed a customer retention strategy that is so complex and convoluted that rather than creating customer loyalty – I’m ticked off.
I shouldn’t have to work that hard. I wonder how Acme is measuring customer satisfaction? Did they bring customers into the room when they developed this program?
I now have to remember how two totally different programs work. I have to carry additional cards. I have to make a phone call instead of simply looking at my receipt.
So I wonder two things:
1. Do you make your customers work for your customer loyalty programs or do you make it easy?
2. When did we (or maybe it’s just me) become so intolerant as a consumer? When I learned how complex the Acme customer loyalty program was – I actually got a little snippy with the sales guy and negatively compared his program to the Giant Eagle program. Now, I know the guy that signed me up didn’t develop the program, but sadly, he got the brunt of my disgust.
Does your customer loyalty program create disgust in the minds of your consumer? If so – I gotta believe it is the wrong customer retention strategy.
What do you think? Am I just being too picky?
If a competitor has a program that works – do you create something totally different or make a modified version of the same program for your customers? Isn’t imitation the sincerest form of flattery?
