Bad customer service due to an inept customer service employee or computer glitch is one thing but when a company's policy is to rip their customers off, that is when I get upset. Why do companies do this? They must know they are killing any return customer.
An example of this is a high priced resort which, after charging you $300 per night to sleep there, charges you another $15 per day for high speed Internet. A service which any Motel 6 charging you $35 per night to sleep there gives you for free. Does the $15 really matter to someone paying $300 for the room? Probably not and yes, I have paid it. However, what it does is really sour my experience at that hotel. The last thing on my mind as I leave is how they ripped me off for something as simple as Internet service. I vow never to return.
Today, I experienced this with
Wells Fargo Bank. I like to pay additional principal on my mortgage periodically and so I went to the site to see if I could do it electronically. Seems like in this day of "Go green" and convenience, this only made sense. Also, it has to reduce their costs as I basically become their data entry clerk for them. Behold! There was a way on their site to do this. However, as I came to the end of the input screen I noticed a nice little "$10 convenience fee" for this service. I figured it must be just for an immediate payment so I looked where I could delay the payment a bit. Alas, no way to do that. So, they want me to pay $10 for the "convenience" of paying additional principal in an electronic, low cost, low environmental impact way.
Well, what did I do? I did what any rational person would do. I wrote them a check and mailed it. We now have paper flying around, they will have to employ a processor to process the paper and they will then have to enter the check themselves to get payment.
This is an example where a company, if they were thinking, would realize this is a huge opportunity for a "win-win" relationship. I could get things done efficiently, they could lower cost, and I could be "delighted" with my bank. Instead, they have set up a "Win-Lose" scenario. They are trying to nickel and dime me and the result is additional cost for Wells Fargo, a customer who feels like he is being ripped off and a relationship that will sour over time.
Was it really worth the potential of scrapping an additional $10 out of me? This is what companies have to ask themselves especially in this era where they are trying to reduce costs dramatically. Will the cost reduction really work or will it just tick your customer off so much you lose the sale all together. One way to reduce costs, I suppose, is to get your customers so mad at you that they leave you and you have no cost since you aren't selling anything.
Think before you shoot.
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