It seems that some of my favorite brands are struggling to transition to the digital and mobile world. They probably know that they need to change to die. Perhaps it's not that serious - maybe they just need a reality check.
Here's a cheat sheet for retailers who want to know what customers like me want. You're welcome.
- Don't hate me for being smart and saving money.Yes, I am shopping for the best price on expensive products. I am a smart shopper. Instead of putting up nasty signs, offer to match the online price I show you on my phone.
- Don't make me sign up to view your website. I get excited and click on the cool product on your pop-up add. It takes me to your tasteful minimalist website, where I spend eighty minutes signing up. Then I can't find the product that lured me there in the first place. Ugh. No thank you.
- Don't email me 1,000 times a week. I am a busy person and will just start deleting emails when I get too many. I will unsubscribe if you annoy me too much.
- Have a customer service department. Sometimes, I have a problem that simply cannot be solved by typing a question on a webchat form. A human being on a customer service line is the best solution. And when I call, train them to be nice and helpful.
- Answer queries and complaints via social media. I would love to ask a quick question and get a quick answer simply by sending a tweet to your handle on Twitter. I really do prefer to do business this way. And quit deleting negative posts. Invest that energy in training socially savvy employees.