Friday September 29, 2006

Customer service: amp up the love, boost the prosperity

Earlier this week I was calling one of my credit card companies to cancel the account. I've been a cardmember with these guys for 13 years. I don't want to think about the money I've made for them over the years -- let's just say it's in the thousands on annual fees, late fees (back in my post-collegiate freewheelin' days), the data they've shared about me with their partners, and fees raked in by retailers with each usage.

The account rep tried her best to keep me along, touting the many advantages of using the card that I honestly hadn't used at all in the last three years. (Better benefits elsewhere.) And, sure, I was open to a conversation that could gain me some leverage: could you do me better than my other cards? Cut the annual fees? Offer better travel rewards? If so, I'm in. Sell to me. So she tried, but the benefits weren't adding up. And it became clear to me that this was a form she was reading from. Not a relationship she was trying to save.

Our story closes with her best and final offer: "Sir, let me tell you what. I'm going to throw in a little something for you which I think will make you very happy. I'm going to credit your account for $20."

Twenty bucks.

Which doesn't even cover the annual fee. For the card I don't even use.

Twenty bucks to save a 13-year relationship that's made them thousands.

Twenty bucks to string me along for another 13, when my prime-earning-and-spending years are taking root. (Add up those Ben Franklins, kids.)

All this has left me dazed. I thought I was happy letting them go immediately after her best and final offer. But now I'm wondering if I really would have preffered the AOL approach to account cancellation instead. At least I would have felt...wanted. Sniff.

Moral of the story, just add it up. And for those of you looking for a value-add angle or an experience design angle (that's what we do here, after all) I would suggest that each and every customer interaction you plan, create and implement -- every service, feature, upgrade, conversation, pitch, click-here button, sonic expression or other way of touching your customer -- be one of intentional love and prosperity, rather than blind indifference.

Now get to work. There's love to be made. Go.