The other day I went to the supermarket to pick up a few food items (how many blog posts have I written lately which involve food?). I found a product which I liked the look of and saw that it had been reduced from $8.00 to about $5.00. As a result I decided to take two while taking advantage of the offer.
I went to the counter to pay for the goods expecting a total of $10.00. However, the cashier said that it came to $16.00. I questioned this and pointed out that there was a “Red-label” special and they were $5.00 each. He response was “I’m sorry, but that special price is only available to our loyalty card holders”.
I didn’t want to cause a scene so I thought that maybe I had missed reading the label correctly. However, one of my first instincts was to go and blog about this company and how it treats its customers. This particular New Zealand supermarket chain has done this for a number of years and I have wondered about it for some time.
What this store has forgotten about, is that a lot of loyal customers do not hold a customer loyalty card for a variety of reasons. However, they may still be loyal customers and they should not be disadvantaged because they don’t opt into a loyalty program. To make things worse, we do have a loyalty card for this supermarket chain in our household, I just didn’t have it with me at the time.
I don’t think that they understand who I am. I am Social. Today’s foolish decisions and lack of loyalty towards the customer (reverse loyalty) can have far greater consequences. Within moments an unsatisfied customer can send out a tweet, update a Facebook status and more, which can quickly turn viral and become a significant problem for a brand.
I have said it before, opting out of Social Media is not an option. The moment your brand is mentioned, somebody has opted your brand into something that you might not even be monitoring. You need to have systems in place to effectively manage social media.
The other point that needs to be raised is, who does your business solicit feedback from customers? Do you have social components built into your website? Do you own the platform? Do you own the conversation? I will discuss these questions in my next post.
Insider tip: It’s not social if your the’re not talking about you
Sat, Apr 28th 2012 10:24p Vaughan Rivett Let’s not forget, by nature people are social. Generally speaking, this is part of the human DNA. In turn this means that people are sharing. They like to share what they’ve been doing, their opinions and their thoughts. Not only that but they also like to be heard.
Have you ever stopped to think about what people are saying about your brand? Now, I know a number of you will be thinking about the results of your last customer survey. You know the one I mean, the one wher [read] Keywords: apple
Turning customers into Brand Advocates
Mon, Apr 23rd 2012 3:11a Vaughan Rivett It’s one thing to have customers, and loyal customers, at that. But, what does it take to turn a customer into a “Brand Advocate”. This type of person is someone who will tell others about your brand with passion. In fact, they will most likely tell the world through the use of Social Media. There are three key components that need to be considered to transform customers into Brand Advocates:
Company culture is the for [read] Keywords: facebook
I really don’t think you understand who I am – I am Social
Thu, Apr 19th 2012 2:44p Vaughan Rivett The other day I went to the supermarket to pick up a few food items (how many blog posts have I written lately which involve food?). I found a product which I liked the look of and saw that it had been reduced from $8.00 to about $5.00. As a result I decided to take two while taking advantage of the offer.
I went to the counter to pay for the goods expecting a total of $10.00. However, the cashier said that it came to $16.00. I questioned this and pointed out that there was a “Red-la [read] Keywords: facebook
Forecourt attendant ‘gets’ social business
Wed, Apr 18th 2012 2:36p Vaughan Rivett Today I visited a petrol station to put fuel into my somewhat thirsty car. It was the Sommerville station here in Aucland, New Zealand. I did the normal thing and filled up my tank and went to pay for the fuel before leaving. I was wearing a polo shirt with the slogan “Get Social. Do Business” printed on it.
The service station attendant read the slogan aloud and smiled. He looked at me and said “You can’t do business if you’re not social”. I doubt t [read] Keywords: facebook
Ever made “Social” eggs? – A how to guide to using videos for Social Business
Mon, Apr 16th 2012 3:00a Vaughan Rivett Have you ever heard how to cook a “Social” egg? Now I know that this has got you thinking, sounds a bit crazy maybe? Lately, I have been a home, by myself, with my wife and kids overseas (except for one). During this time I’ve had to cook my own meals. Past history would suggest that I should not be in the kitchen, in-fact, my wife usually sends me out to the BBQ to cook.
I decided that I would be adventurous and learn to cook a poached egg. I got out my iPad and sea [read] Keywords: blogging
Reducing staff attrition rates through connected and engaged employees
Sun, Apr 8th 2012 10:40p Vaughan Rivett I’ve been reading a blog which is written by Flora, who has recently taken on a role as a Human Resources Adviser at a woman’s clothing chain, with stores all around New Zealand, Funky Town. Last Wednesday, she published a blog article entitled “Too much turnover“. She outlined some of the issues she faced with a turnover rate of up to 40%. A lot of this being driven by the use of casual and part time staff.
I’m not sure that this percentage can be looked at b [read] Keywords: facebook