Friday 2 December 2011

Reflections on Customer Engagement

Football Supporters taken for granted?
I was listening to the Radio during a drive north yesterday and heard a phone-in with Sir Trevor Brooking, the FA's Director of Football Development. Very eloquent he was too, but at one point he was asked about the example footballers set for children through their behaviours. Whilst understanding the point he did say that it was very difficult to regulate behaviours etc etc. I think the average fan wants football to clean up it's act. Can the FA really not do it or is it just too distant from fans, it's paying customers. And if the FA can't do that then who can? Ignoring your customers is a risky strategy....

Angry Customers besiege Orange!
Orange customers have been informed that their pay monthly price plans will rise by 4.3% from 8 January next year. It's clear that amny of them are very unhappy, claiming that they weren't aware of the smallprint oin the contract allowing them to levy increases providing they were below the rate of inflation. Some have requested to leave - and been told they will have to pay a penalty to break their contract. So, their customers are temporarily held hostage. Wonder what will happen when their contract expires???

Trying so hard, and still getting it so wrong!
I was in Northampton last week and needed some change for the car park. So I went into Martins Newsagents and bought a lottery ticket. There was a queue of 5 or 6 people in front of me and whilst waiting to be served I noticed how the assistant was doing his best to engage with each customer and actually doing a really good job. That is until the chap in front of me got to the front of the queue and handed over his purchase, a copy of Mayfair magazine. The assistant looked at it and commented "Mmm, the lingerie special, this should be good" and sought to engage the embarrassed man in further conversation about it. The buyer stood uncomfortably until he put it in a bag and handed it over whilst myself and a lady in the queue behind me behind me chuckled in amusement! Great example of non reading the customers needs correctly!