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08/01/2013
I’m on my annual sabbatical to Maine, where my family spends a week at the cabin then a week exploring the coast. I have seen a number of questionable customer experiences here, but two stand out.
First, a visit to Rite-Aid, the regional pharmacy chain. Like many retailers, Rite-Aid has a loyalty card – in their case, it is named a Wellness+ card. So far, so good. Except that they apparently their governance is lacking, since last week the loyalty discount is applied to Snickers!
If you call your program a Wellness+ card, you need to have the discipline to apply it to items that actually improve wellness. I realize this could fall under the +, but that’s taking it a bit far.
The second item: It was my birthday yesterday, and the local radio station sent an email wishing me a happy birthday, including a promotion. Again, nothing wrong with that – except the email was addressed to “FirstName!”
Sending a birthday message is a great way to build customer intimacy. But only if you do it right. This message is the opposite of intimacy.
You need to take the time to test your messages – and don’t send them until they’re right.
Your takeaway: We all have loyalty programs that are designed to improve our customer experience. But if you do not have the discipline to think through the implications and test them, they can actually detract from, rather than add to, your customer experience.
