We got a call early Saturday morning. It was from a large retailer, a huge retailer. They wanted to talk about renewing product protection plans on several items. Instead they blew it. Remarkably, simply, they lost me. 

We shopped at this place because of their ability to take care of the products they sell. There was a time when this store sold basically one brand of appliance. These were often made by the biggest names in washers, dryers, refrigerator and the like, but this store, under agreement with those manufacturers, would slap a single name on all these items and support them with excellent service.

We've probably spent more than $10 thousand on appliances and lawn equipment from these guys over the years. Now, after a single phone call intended to get more money from us, they just might have changed the way we buy durable goods. Here's how it went:

"Good morning Mr. Collins, I am calling from Store X about the service agreement on your vacuum cleaner. I see you have an agreement on your washer and dryer. I would like to offer you an opportunity to combine these agreements and perhaps save you some money." I was listening. We just purchased the vacuum not that long ago and I knew we had plenty of time on that. Service calls on the washer and dryer had more than paid for the warranty. "Oh," the young woman suddenly said, "I can't seem to bring up the washer and dryer." In time she discovered that these machines were no longer offered for coverage. Excuse me? And what was the purpose of your call? I actually felt sorry for the young woman who had every reason to be embarrassed. The system had failed her. As she tried to offer me a reason to stay a customer, she exposed a serious flaw in the system. Come June we may be compelled to purchase a new washer and dryer. Guess where we won't be shopping?

Every day, in almost all our jobs, we have an opportunity to create, maintain or lose a customer. Call them readers, listeners, followers, friends, or just people you know who will defend you rather than make disparaging comments behind your back. It is all up to us. Are we keeping our promises? Are we being supportive? Are we clearing the way rather than setting up obstacles? Are we thinking before we commit? The choices are real and very fragile.      

Recently, powerful people have made remarkably short-sighted decisions. They seem to have forgotten about the initial promise, what made us fans in the first place. I am not going to pretend to know what goes on in the minds of these men and women, some locally and some on the national stage. But I hope to learn from them.

Today everyone is a producer. More choices mean customer loyalty is as fleeting as the next word out of our mouths. The wrong word and it's, "nice knowing you. Bye."   



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