We were made an offer recently to bundle all our telecommunications services and pay a fixed monthly sum. You’ve probably had similar offers. After looking at our total spend and comparing that to the offer, we decided that it was going to save us a fair bit. Condition was, you have to sign up for 12 months.
The first couple of months the bills were massive; this was due to “adjustments” between billing periods that I gave up on trying to understand. Finally, the “adjustments” are behind us. But the bills are still massive. When I took a closer look I realised that a 5 minute mobile call now costs me around $4.00
This company will be making a fortune out of me unless I drastically change my consumer behaviour. For the next 12 months. Probably my own fault for not digging deeper initially.
Their marketing people have done nothing illegal, they have not lied, but they have still hoodwinked me. So what is the impact of this?
Here are some considerations for their brand:
- The telecommunications market is highly competitive.
- Loyalty is a major problem; the cost of acquisition of a customer is very high
- I trusted this company enough to give them all my business
- I will never trust them again; 12 months and 1 day from now I will have a new provider never to return.
- I will have told more than just a few people.
I wonder if these sums still add up for this marketing manager?