I do not celebrate Valentine’s day. I do not give any gifts to my wife. Infact, I do not look forward to this day to show my love. I just do
While love is a driving quotient of this festival of sorts, I also understand the business reason behind this widely celebrated day around the world.
Unfortunately, business’s themselves fail to see the reason and meaning of this day.
If it is about love and care, I find most businesses grossly wanting on this front.
And this observation is the result of the experience I have had over the last many years of being a consumer of various kinds of goods and services.
Telecom, internet, insurance, mutual funds, consumer durables, you name it and I have been treated shabbily despite the fact that I was the one who was parting with my hard earned money to them.
A couple of instances are in order.
TIKONA wireless internet – Probably my worst experience so far. They gave me a useless connection which I could hardly use given the ‘stupendous’ speed they offered. Despite my several requests and complaints, they could not do anything about it and finally within 2 months when I told them to disconnect, they took it out on me royally. They generate bills in advance and before the next billing cycle could begin, I send them a note saying I do not want to continue. They still raised the bill and sent it to me which I contested. But I think I was just moved from one bucket to another (soft to hard, those familiar with collections will understand) until the hard collection agents made my life hell and finally after that I got a call saying I was being sent a legal notice. Woah! I am determined to not let them go off easily.
TATA GENERAL INSURANCE with whom I had an accident policy for a few years suddenly decided not to have me as their customer. This despite the fact that I had made no claims and had diligently renewed every year in time. This time they never contacted me. Infact, I was the one who was getting in touch with them all the time but to no avail. After a few months, I reminded them again to renew my policy. All the customer care guy had to say was that my policy had lapsed and I would have to buy a new one. Also, I would be treated as a new customer and no benefits of the previous policy would be available to me. I still asked for a call to buy a new one. I am still waiting for the call.
State Bank of India – I think it is the only bank in the country which charges the customer for requesting an online password. Who does not forget, but SBI knows how to milk the forgetfulness? I am not sure why like others they could not build a facility on their website to regenerate a new PIN or password. And of course, they pestered me to buy a insurance policy with my home loan. I didn’t.
These are organisations which I believe are manned by some of the finest brains. I am sure all of them have learnt some time that an existing customer is far worth more than a new one. But they continue to act in the opposite way.
Their email ids may say “customer care” but there are only standard scripts and little care.
It is just about numbers now.
I Love You
I see this “business of care” as the very opportunity for start-ups to create massive differentiation and profits. I would love to say to a business provider – “I love you”.
I am making this humble attempt in my venture in executive education with www.learninginfinite.com.
And, by the way, if you have been able to say your love to any business or have one of your own, pls do share.
This post originally appeared on Learning Infinite Blog.
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