I just got back from Chicago where I spoke at the annual Shopper Insights in Action conference. It was a great trip, but one of the things I will remember the most is a very disappointing experience I had at the host hotel.
At this hotel (which shall go nameless, but it rhymes with lariat), I was charged $14.95 for daily “high-speed” internet access. Putting aside whether hotels should charge for web access–they shouldn’t–my primary complaint was that the service was far from high-speed. In fact, it barely worked at all.
After a full day of trying to get my email account to even load properly, I finally relented and called the toll-free help line. After half an hour on the phone with the support person listening to them spew indecipherable technical jargon and trying various things to increase my connection speed–most of which involved limiting service for other folks in the hotel–we concluded that this was a long-term problem at this location, likely caused by their not having upgraded their infra-structure.
Expensive & Lousy.
Ironically, the next day as part of my conference presentation, I shared the Zappos success story to reinforce the importance of using remarkable customer experiences to win in an intensely competitive market. As you may know, part of Zappos growing reputation for legendary customer service is that delivery of their product is free–both for the original shipment and for any returns. Moreover, Zappos will often upgrade the customer to overnight shipping at no charge.
Free & Excellent.
Of course, we cannot just randomly give away high value products and services. But as brand stewards, minimally, we don’t have to call attention to the things that represent an obviously bad value, nor do we have to reinforce the notion that we are using every opportunity to nickel and dime our clients (I’m looking at you credit card and airline industries!).
Remarkable is a choice, and we get to decide which elements of our business model and brand promise create the wow, the buzz, the purple cow. It’s not always easy or practical to deliver the Free & Excellent. But you can certainly stop the Expensive & Lousy.