Customer Careless (A Whole Bowl Of Wrong).
So (for argument's sake) you want a customer to renew their car breakdown insurance. You probably think it's a good idea to publish a freephone number in your reminder letter that will connect them "directly to one of your renewal experts". Don't you?
Undeniably so. But it would be an even better idea if that number always connected your "valued customer" to a renewal expert. It would be a very bad idea if it connected to a telephone menu which ran them through three or four cascades of choices so that they could indicate to you that they wished to speak to a renewal expert! Wouldn't it?
You wouldn't be so dumb as to allow that would you? You wouldn't be so dumb as to insist that the returned bank debit form not be folded, yet supply a pre-paid envelope smaller than that form? Would you?
Of course you wouldn't, because doing such things would reveal that your attention to customer care hadn't even stretched to the simple test of enacting what it's like to be an actual customer. Wouldn't it?