Tuesday, July 2, 2013

No Turning Back

I recently agreed to "rent" a parking space in downtown Cincinnati.  Compared to other surrounding lots and garages, the price was great - only $45 per month in addition to the slight inconvenience of walking an extra city block twice a day.


However, my excitement about this deal was quickly dampened when I learned about the $15 activation fee after signing up and filling out all the forms.  Sure, a single fee of $15 is not going to be a deal breaker for most people; but every customer hates discovering fees when they're halfway to the finish line.  Worse yet, the element of surprise only helps customers remember the wrong thing about their experience.

 Conversely, a willingness to be straightforward about the bad stuff can  greatly help to build a consumer's trust in the brand.

As always, thank you for reading and sharing your thoughts.  

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