We are so busy that things slipped our minds. And how many of us actually are organized enough to keep track of such things?
There are reward points from the ten credit card accounts, 4 mobile subscriptions, country club/hotels/departmental stores/restaurants memberships, chop card from the corner drink store, gift vouchers from contest, lucky draws, birthdays and parties and what have you.
Most of these reward points and vouchers often have expiry dates. And the moment we realized that they have expired, we will try our luck to see if we could reinstate the points or extend the expiry dates of the vouchers?
For the credit card companies, they are usually quite flexible to reinstate the reward points. However, it is often not possible with vouchers. Whatever the reason for the oversight for not using the vouchers before the expiry dates, it leaves the customers an unpleasant experience.
But if you think back, doesn't it create more work for the credit card companies having customers to call in to request for reinstatement of their expired reward points? I've written a proposal to a bank previously and one of the suggestion is to do away with the expiry dates of reward points. Don't you feel frustrated that you are short of points to redeem something that you want and because your points are expiring, you have no choice but to redeem for something else?
But at that time, no banks were doing it. And of course, the idea was shot down. The only reason I could think of that these banks do what they do is to create a "positive" feeling toward the banks by helping customers who call in to reinstate their points.
Now, I have a five $10 Haagen-Dazs vouchers which expired last month and I realized it only on 1st Nov.
I wrote to them and request if they could extend the expiry dates of the vouchers.
Their reply to me was they are unable to do so because of company policy due to accounting regulations.
Ok, company policy again.
How many times have you deal with companies and get rejected because of their company's policies? Have you wonder who most companies policies make it so difficult for customers to do business with them?
While it is my fault for the oversight, why no company ever try to make me feel that it's a common problem while creating a good impression for the company at the same time?
How about issuing vouchers of the same value but states that only one voucher can be used at any one time with a minimum spending of $15 or $20? How about issuing $60 instead of $50? How about adding a 10% discount voucher for purchase of Christmas log cake? How about adding 2 discount vouchers so that I could pass one to my friend?
This way, they do not make me feel bad of myself. In fact, they empathize with me, help me solve my problem and create a favorable impression and positive feeling towards the company. They also make more money as now I have to spend $5 to $10 for each visit. Plus the opportunity to promote their log cakes.
Better experience for the customers with the company, positive brand impression and more sales. Aren't these what all companies want?
How many people do you think I will tell about the positive experience I have in dealing with the company? What am I going to tell my friend when I hand him or her the discount voucher? How many people are going to eat the Haagen Dasz ice cream at my Christmas party? How is the story going to spreads?
Is the additional $10 and 10% discount worth the investment to create a positive brand image versus the advertisement that will run on TV and magazines? It sure beats spending thousands of dollar on advertising to build a positive brand image.