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50 Cents to Lose a Customer
Author: Jeannie Walters
August 13, 2008
A 50-cent piece. A half-dollar. What do you do with it? It doesn’t fit into vending machines or parking meters. But it’s worth 50 pennies, just like two quarters. To some companies, customers aren’t even worth this much.
Recently, I received a half dollar coin as change at a local book fair. I accepted it, but have found myself frustrated by its presence. I park at meters. I covet quarters.
I know what it’s like to work retail. You can’t just open the cash drawer for anyone who asks. But if a customer asks at that perfect moment of giving change - “Do you mind giving me two $5 bills instead of a 10?” - you accommodate. It’s the least you can do.
I asked for 2 quarters in exchange for my shiny half-dollar. The employee took the offensive coin to the owner to ask. “He said no.” That’s all she said as she handed it back.
The owner was about 4 feet away and couldn’t look up to acknowledge me or the situation.
They lost a customer. (Remember…50 cents!)
A few observations of the ridiculous refusal to turn 50 cents into 50 cents.
- The clerk seemed completely baffled by the coin. She clearly didn’t recognize it as real money.
- The owner did not provide a reason.
- There was no apology.
Why highlight this small transaction? Because time after time our clients ask us what are THE most important customer experience issues to tackle? I often remind them it’s the little things. Experience comes down to things like this.
What’s the first thing I did back at my desk? Post to Twitter and write this blog.
The little things are FAR more interesting to engage in real-time conversation than the big things.
A few BIG things to consider as ways to tackle the little things:
- Empower your employees to solve problems for customers. Just like that. Say “you can solve their problems.”
- Understand that customer feedback is swift and furious across networks like Twitter, Plurk, Facebook, etc. Momentum across these networks has the potential to cause nightmares for companies. On the flip side, positive experiences are shared, too.
- If you can’t accommodate a request, just explain and apologize. For example, I understand retailers can’t give me all their quarters. Others have said “I’m sorry, but we can’t keep up with the demand for quarters in this area. There’s a bank down one block that provides change.”
More than ever, it’s a customers’ world. We will decide where we spend based on how we valued we feel. Don’t let your customers feel worth less than 50 cents.
Have there been little things that have driven you away from being a customer? I’d love to hear about them.
