Making friends with you customers, Part 2 – Blow your own trumpet when you are in tune with your customers

Andrew S - 16 th March 2014

I often commute into our main office by train from my local station and like many of my fellow travellers have been baffled by the Arriva Trains pricing policy.

 If I brought a ticket to the station near the office I would pay £3.50 more than if I brought it to a station some 10 miles further down the line. You can imagine the customer behaviour this difference drove……… you got it……we all brought tickets to the distant destination.

We were occasionally informed by members of the Arriva front of house team that “They are on to you”, whoever “They” are. In the reality of consumer land, we are the customers and they are the illogical price setter so “They” didn’t matter to us.

 “They” have obviously been looking at the data and this morning I noticed that the price differential has now been slashed to a mere 20p meaning that I, and my many fellow commuters, no longer had to subvert the system. I am assuming that “They” had listened through the data and to the observations from the front line team of our behaviours and have made a customer satisfaction based decision. A rare and admirable decision, if I am correct, that should be proud enough of to build a positive communication message around, but so far seem to be hiding from anything quite so revealing.

 Have they said anything about it? Of course not.  This is something of a disappointment to me because here we have a great example of a company responding to customer behaviour, listening through data and making a strategic decision in favour of customer satisfaction.

 For once the “we’re watching you” messages given out by such organisations could be a positive one and one which my fellow commuters and I would acknowledge with a little bit more loyalty and repeat business.

 When a brand does something as interesting as this then they really should tell their customers that they have been listening to them, otherwise it is an opportunity lost in a world of infrequent opportunities for brands to blow their own trumpet, legitimately and empathetically.

 Because nobody else is going to do it for you….unless it is me of course!

Andrew is the CEO and the other founding partner of Brand Vista. With over 30 years of brand experience both on the client and agency side, what gets him up every morning is a passion for helping clients grow through building genuinely differentiated brands that deliver a customer experience that becomes irresistible.
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