<img src="http://www.ofnsv69.com/48887.png" style="display:none;">

How not to run a promotion - or - losing a customer 101

Posted by Gregg Haughton on Nov 16, 2012 2:22:00 PM

Those of you who know me well, know that I am a bit of a motor head. So, when it's time for me to replace a car, I give careful consideration. This time around, I sought a car that would be efficient yet still be fun to drive.

I have always been partial to Fords and over the years have owned 8 Mustangs. My wife has a Ford, and I also have my Dad's 1922 Model T. After careful research, I zeroed in on a Focus ST.

I was so certain of my choice that I put a deposit on the car months before they were available. Ford was offering a Go Pro camera for the first 1000 orders. The dealership confirmed that I was one of the first 1000.

I pickup up the Focus on 9/20 and the folks at Saybrook Ford (a customer of ours) did a great job showing me how the systems work. The car is everything I expected and get's 10 MPG more than my last car.  

The dealer told me that Ford would be sending me the Go Pro camera directly and it may take a few weeks.  

Well it's 11/16, no Go Pro, and my numerous requests to Ford have proven fruitless. For weeks I have been trying to reach anyone a Ford who gives a &%#@. I finally got a name of someone in customer service. After expressing in great detail my frustration this is the e-mail response I got:

I have been in contact with the program manager for the Focus ST camera promotion and he has assured me that you will be getting your camera.

I found this quote from Jeff Bezos, the founder of Amazon, which I think is appropriate:

"If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends".

Ford has produced a great product delivered my  a supply channel that performs, then soiled the whole experience over a camera. That's how you lose a loyal customer.

Topics: Customer Service, Loyal Customers, Promotions

20 Years of Innovation


Since 1996 Granite has been helping our customers compete and win with communications tools that enhance productivity, improve customer service, and lower costs.

Subscribe to Email Updates

Recent Posts

Posts by Topic

see all