August 10, 2005
Weasel Words are Bad Business
Don’t “absolutely guarantee satisfaction” unless you mean it. Don’t do “bait and switch” so-called free offers. Don’t talk “commitment to customer” and then send them a four page, eyeball challenging service contract. For example, as I’ve noted before, I’d rather do business with Tony Soprano than with MBNA. Are you a small business wanting to compete with the big guys? It could be as simple as: A. Answering your phone: B. Responding to emails: C. Apologizing when you’re wrong. Weasels are just not very popular (more via Seth Godin).
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August 11th, 2005 at 8:39 am
Couldn’t agree more. Why though, do we keep the weasels in business? Does price weaken our resistance to support bad practice? Thanks for the MBNA article too! I have a M/C that I will keep a close eye on from now on! I know people who work for one of their call centres in Ireland and they’re apparently no better with their internal customers!