A few weeks ago I wrote a post on customer loyalty. I am wondering when companies will actually start to understand that paying attention to your loyal customers actually pays! Many companies talk about creating loyalty, they even create programs to give you the illusion of being a recognized and loyal customer. Yet few companies follow through on their promise to their loyal customers. Loyal customers still have to jump through hoops. Loyal customers still have to fight for what they have been promised. Loyal customers have to work hard to get the recognition they deserve. Companies that do this to their loyal customers secretly hope we don’t actual follow through.
I have been a loyal “member” at my credit union for over 10 years. I say “member” because credit unions don’t have customers they have “members.” This is supposed to be the key difference between a credit union and a bank. This distinction has been lost on me. I have what they call a premium checking account. I actually pay a six dollar per month fee for this premium account. It comes with extra benefits such as free checks, free bill pay, overdraft protection and bunch of other stuff that in all honesty that means nothing to me. Now why I pay six dollars every month is really beyond me. It’s one of those things that you never seem to get around to questioning or canceling.
About every 3 years I order a box of checks. Personally I hate writing checks but on the rare occasion I do need to write a check. My premium account offers me a free box of checks every year. So when I reached my last set of checks I placed an order, following the instructions included with the checks. Today I checked my account and I was charged over thirty dollars for the so called free checks. Of course I immediately called my credit union and got the opportunity to speak with Spring, a member service representative. I was not recognized as a loyal or long term member and I was grilled with question after question before Spring would even help me. I realize it’s for my “protection” but seriously 5 questions to verify my identity? When I finally got the chance, I questioned the charge and she took 2 minutes to pull up my account, how did she know if my answers to her litany of questions were actually correct? She then quickly put me on hold for over 7 minutes. I love that my phone has a timer on it! She didn’t ask my permission to hold and she never checked back while I was on hold. When she finally came back on the line she promptly told me that since I ordered premium checks I would not be reimbursed for the cost of the checks.
Normally I am cool under pressure and in circumstances like this, you do catch more flies with honey. Just as I was about to lose it since clearly Spring had no idea what she was talking about or doing I asked for a supervisor. The supervisor proceed to argue with me. I quickly reached for my stress ball and began squeezing it to maintain my cool.
When I asked her why I pay six dollars every month, she had no answer. When asked her if they valued my business, she had no answer. When I asked her what she was going to do to fix the problem, she had an answer. I had to do all the work. Not the answer I was looking for as a loyal member and premium checking account holder. After 20 minutes, yes 20 minutes, I finally got the resolve I was looking for. I had to fight for it. I had to take precious time out of my day just to get was promised to me.
My advice to companies, if you are trying to create loyal customers, create an extraordinary experience for them. Make it easy to do business with you. Keep your promises. Treat your customers with respect. Find ways to provide service not self-service.
Your company is creating memorable experiences for your customers, the question is what kind of memories do your customers have? Right now, I have nothing but heart burn! Not the experience or moment of truth I was looking for!
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I don’t know why I pay $6 a month either… I get no value from it at all. I had a similar experience to you recently which has caused me to take the steps necessary to close all my accounts. Bad service makes for angry customers – who tell everyone they know about their experience! Business is rough these days; you’d think they would try to do everything they can to hold on to their members.
It really is too bad the credit union doesn’t learn from their mistakes. CAFCU really does give credit unions a bad name. They lost their member centric roots a long time ago and they haven’t looked back since. You are so right people talk and people are talking about CAFCU, the question is what are they saying? I know I couldn’t wait to share my experience with my clients, friends, colleagues and subscribers. It doesn’t take much to make a difference!
Thanks for taking the time to comment!
Kelly
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