Tag Archives: Reality checks

The Fine Print

Here we are again in the holiday season, which really means “primary spending time” both for consumers and retailers. The flyers bundled with my newspaper on Thursday had many more pages than did the paper itself. While they’re not as offensive as political ads, the frequency of ads for “Black Friday Deals!” on all programming was at week-before-the-election levels.  Numbing…

What bothers me about quite a few of these ads is not really restricted to this season but since everyone’s mind is on shopping I thought I’d put it out there today.  I have a huge distrust of fine print.  You know – the things about the stuff in big type that are written in tiny type and make the great deal not so great.  On radio ads it’s when the announcer starts talking very fast and unintelligibly.  As Consumer Reports pointed out, it’s getting a “free” download of antivirus software with a recent purchase. By the way,  free has a time limit — six months – and then you get billed for $49.99 after that if you don’t happen to cancel.  You might see it on a brand’s Facebook page – “like” us and get a coupon for $5.  Of course, the coupon is only good when you purchase $25 worth of stuff.  Book some hotel rooms online and you’ll probably miss the fine print about “resort charges” or “safe fees” that are positioned as optional but which are anything but.  I’ve never heard of anyone getting them removed from the bill.  My phone’s “unlimited” data plan allows me the use of unlimited amounts of data but after I get to some point the speed is throttled, making the plan limited in other ways.

I have to think that the revenues gained from these offers is offset to some degree (one hopes to a very large one) by the costs of customer service and refunds generated by the fine print.  Think for a minute about how we behave as individuals.  We don’t extend offers to our friends with fine print, at least not if we expect to keep them as friends.  “Let’s go to the movies” doesn’t come with “unless I can find a better option with someone else” or “of course, you’ll buy all the popcorn.”  Why would we behave differently as a brand?

Fine print, except as mandated by law, is a bad idea.  No fine print from me on that.  How about from you?

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Cable News And Your Business

One of the things that our highly segmented media world has done is to provide a lot of information on things that are, in the scheme of things, pretty meaningless.     That thought occurred to me as I was watching the election results the other night and there’s a useful business point that it raises.  We’re all aware of the various “tilts” the news networks have.  They tend to focus on every little fact that advances their point of view and that denigrates a political figure with whom they don’t agree.  I’ve written before about the echo chamber and what it can do to your perspective.  This is an extension of that phenomenon.  What’s the business point?

Partisans are focused on every detail. Most people aren’t. They build a narrative that’s as simple as possible and once that’s in place it’s very hard to change it.  As an example, I saw a Latino interviewed who said Romney lost his community with the “self-deportation” remark he made many months ago in a primary debate.  Game over.  The various commentators seemed surprised by the fact that certain arguments and billions of dollars in political ads didn’t seem to make a difference in the outcomes of many races.  It works that way for your business as well.

We’re partisans for our brands.  Hopefully we know our brands and our businesses inside and out and we’re fixated on every little detail.  We can talk for hours about why the store is set up the way it is or the amount of work that went into a piece of content.  That’s myopic.  Most of our customers don’t care.  Like the hard-core viewers of cable news, there are some who pay attention to the details but the bulk of folks don’t.  To a certain extent these media outlets are seeing the trees of today’s news cycle and missing the  forest of the public.  We might lag behind our customers in the same way.

No amount of marketing will fix a bad initial experience.  Opinions are very hard to change once they’re formed.  What’s your opinion?

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No Action Speaks Louder

I had another post written for today but after the phone call in the middle of the night I thought of a topic that was more immediate.  This is not a screed on how badly the local utility company is handling the clean-up after Sandy.  OK, maybe it is in part.  It’s also a great lesson, however, in how to manage in a crisis (or how not to).
This is the fourth major power outage in the last couple of  years around here.  Each time there are promises about how the utility will be better prepared and about how communication will be improved and transparent.  When predictions about Sandy got dire, a CL&P spokesperson went on TV with the governor to talk about how many crews were in place and how ready they were to handle the storm.  He raised expectations.  That was lesson #1.
Sure enough, the power went out, which is not their fault.  24 hours later, with 90% of the town out,  there were 2 crews in town although no one seemed to have seen them.  Another day later and there are at least 6 telephone crews out making repairs but no one has seen the power guys.  The handy map they have shows no one has been brought back online.  A+ for transparency  F for action.  There’s also a link to check on your outage status.  When you do so it says, in so many words, we have no clue.  There is no information.

At 3 this morning the telephone rang.  I’m not kidding.  In a panic, I thought a family member was in trouble.  Nope.  A recorded message from – you guessed it – CL&P saying nothing.  It was a big storm, we’re assessing damage, we don’t know when power will be restored.  So glad they woke me up to let me know.  Lesson #2 – when you have nothing to say, don’t wake people up to say it.

Every business has big issues surface from time to time.  Very few businesses have entire communities depending on them.  Almost none are total monopolies.  The bigger and more exclusive your business is, the more it’s imperative that you do more than provide lip service, particularly when it’s the fourth chance you’ve had to prove that you can perform and not just say that you will.

I wish there was an alternative to the incompetent idiots who are running this horror show.  Our mayor (called a first selectman) publicly called these guys out at a press conference: ” the CL&P response left me appallingly disappointed. We did not have the multiple crews promised in advance and progress was unacceptably slow in clearing roadways.”

Once again, they’ve done everything wrong.  Raise expectations and don’t deliver.  Promise to communicate and tell customers nothing.  Lots of words, no action.  Then again, as Lily Tomlin‘s Ernestine used to say, we’re the phone company – we don’t have to care (although the phone company has been great!).  Very instructive, don’t you agree?

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