Using personal experience, Lior Arussy provides six handy tips on how to destroy a relationship with a brand loyal customer.
Yes, I finally said goodbye after years of not getting the value from my cell phone company. They finally convinced me that paying in access of $12,000 will not impress them one bit or make them care to retain me as a customer. Like any other bad experience the best you can do is learn from it. So here are the lessons to take if you want to ensure that your $12,000 a year customer will leave you.
- When a customer complains, try to cross sell – I have raised several times my disappointment with my old device performance. I pointed out the ineffectiveness of the device and all they could come back with was buy an expensive new model with 2 more years of commitment. No accommodation was offered despite the average of $1000 a month spent I had with the company.
- Do not keep accurate records of the customer requests – every time I will call my last conversation or other important information was missing and therefore their employees implied that I was lying. (For the record I called the company a total of 3 times in the last 12 months).
- Blame the customer and refuse to take responsibility – During my last call with the company I complained about increase in charges. I was told that my international calling plan was not activated on my account. I was shocked, since I make multiple calls internationally. I referenced a call in which I specifically requested for the plan to be applied to my account. No record of such a call appeared in their CRM.
- Take customers for granted – Even if I did not ask for the international plan, which will practically reduce my costs, one would assume I would want one. Why wouldn’t I? A real customer focused company would have made the efforts to reach out to me and inform me of the applicability of such a plan to my account. My cell phone company did not.
- Disregard customer dissatisfaction – when I did not renew my 2 year plan and chose to go to a month by month payment, no one bother to ask why? No interest what so ever was shown by the company why such a high paying customer is shifting his commitment? One cannot have bigger writing on the wall, but only if you care to pay attention.
- Ignore threats to leave the company – I made it very clear during my last call that I am not happy and seriously consider cancelling my account after spending over $12,000 in the last 12 months. This threat did not seem to impress them. No retention call followed or any retention attempt made.