The Seven Myths of Customer Management: How to Be Customer-Driven without Being Customer-Led

By John Abram; Paul Hawkes | Go to book overview

Chapter 2
Testing the Water
Understanding Where You Are Today

Much learning does not teach understanding.

Heraclitus (540–480 BC)

A major mobile phone company used to offer subscribers an add-on service of five free text messages per day, in return for a one-off charge. Then, for reasons best known to itself, the company decided to reduce the number of free daily messages from five to three. A customer (maybe one of many) complained that the change was directly contrary to the way the service had been advertised when it was sold in one of the company's own retail outlets, where it had been described as ‘Five free text messages for life’.

The response to the customer's rather mildly expressed letter dismissed the complaint as entirely unwarranted, ending with a curt statement to the effect that any attempt to continue the correspondence would merely result in the company restating its position. However, the customer was not so easily dissuaded from pursuing the fundamental issue that the company was reneging on a clear obligation to which it had previously committed.

-29-

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