Opportunity Lost
I know I owe everyone some book reviews, though I’ve been so busy in other matters that those will have to wait. In the mean time, I do want to keep things rolling so here is a thought for the day based on recent experience.
Yesterday I had to cancel two home-based services, my internet access through Cox and my phone service through Vonage. Let me start with Vonage.
I made a call into their main customer service line. I was presented with a lengthy options menu which finally led me to the option of being able to cancel my service. I waited on hold for about 6 minutes and then was disconnected. I called back and went through the same procedure and was connected to a service rep in about 5 minutes. Being overly polite the entire time intentionally in the hopes it would speed the process I made the request to cancel my service. Then the loss prevention scripting began.
They wanted to know why i was cancelling and I was honest about it (had nothing to do with their service which was I happy with, I just decided to only use my cell phone). After making me repeat my reasoning 3 different times they began offering discounts. I went through 3 rounds of offers to try to get me to stay. Finally comes the (and I quote): “Mr. Mourer, I now have the cancellation button on the screen, before I ask your permission to press it, I want to review the reasons you want to cancel your service today.”
Still remaining calm, I politely interrupted the rep and gave her my permission. While it was “cancelling” I was probed yet for more information. 32 minutes later after being connected for the 2nd time the call was complete.
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Let’s contrast this with Cox. I call the main service number and am presented with three general options. I pick service changes and get transferred to someone in about 3 minutes. The person asked for account information, proceeded to start cancelling my service and asked me why while that was happening and I gave him my reason. After about 2 minutes on the phone he asked me if there was anything else he could assist me with and bid me farewell. Total time about 7 minutes.
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There are some lessons to be learned here for companies everywhere:
- Treat your customers the way you would like to be treated, even if they are departing
- Instead of using it as an opportunity to cajole customers into possibly staying (which I’m sure only a very small percentage do), why not use it as an opportunity to build a stronger long-term relationship
- Whatever you do, don’t kill any future opportunity of a business relationship
- And IF you kill it, be absolutely damn sure that it’s not such a bad experience that other’s feel compelled to write about it publicly (or record it) which does FAR more damage then the few extra customers you keep
The net of this semi-rant is this. I will gladly become a Cox customer again. I will NEVER become a Vonagecustomer again. In fact I will now go out of my way to tell people to avoid them, that is if they’re around much longer.
One last request: As easy as Cox made it, make it easier. Let me cancel my subscription from my online account. It would give me even more warm fuzzies and it would save you costs.
The moral of this story for SEs is this: Always take every opportunity to better your relationships. Sometimes saying “no” to moving an opportunity forward builds trust which can translate into even more business in the future. If a customer says no to a deal, don’t burn your relationship by trying to cajole the customer. Be professional and recognize the potential in every situation.
