Make Marketing History

The views of a marketing deviant.

Tuesday, February 27, 2007

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?


Anonymous Anonymous said...

Oh no, how embarrassing. I am so sorry. I am the 'Head of Customer Experience' at Norwich Union (I know). Would love to talk to you. We are really trying to get better at thinking from the customer's perspective but obviously have some way to go! Anyhow, send me an email on : and we can speak.

12:06 AM, March 01, 2007  
Blogger Chris Brown said...

There is always a weak link in any customer relationship. Having it so obvious to the customer or potential customer makes it difficult to expect them to view the company in a favorable light.

As a consumer I find these things happen all the time.

Thanks for your post.

4:40 AM, March 10, 2007  

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