Is there a point in mindlessly babbling about “Superior Customer Experiences” when brands don’t serve all segments of customers equally?
I do understand the concepts of customer segmentation, differential pricing and need for premium value for premier customers etc.
Products, Pricing, Promotion, Placements and other factors can be differentiated based on the value brands gain in return. But brands cannot show discrimination in service aspects like “Customer Support” and “Customer Experience”. This will only produce detrimental results while sustaining growth.
We witness “First time flyers” and “Economy class flyers” at Airports are made to wait in queues whereas “Frequent flyers” and “Business class flyers” are expedited through counters without wait time. This is understandable as it is a result of mutual value exchange.
But a Telecom service provider discriminating pre-paid and post-paid mobile subscribers by removing access to “Customer Tele-Support Executives” for the former category is something that needs to be better understood.
The pre-paid customers aren’t taking free rides from telecom companies. They pay for what they use and just don’t commit to pay fixed monthly charges.
Below are some questions that come to my mind.
Do these brands explicitly quote their “right to refuse service” before acquiring such differentiated customers?
Aren’t their flaunted customer experience programs capture these point of views and report back?
Are there not any regulatory boards that inspect these promises frequently to ensure compliance?
I am not sure, if this is the same case with B2C service providers in your regions as well. I am keen to learn from your experiences on similar service discrimination.
P.S. I am a Post-Paid Mobile Customer.
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Corporate communications and marketing have drastically evolved over time. The days of mail delivery by animals and person-to-person interaction gave way to billboards, telephones, and then email—which is now being overtaken by contextual, personalized web-based promotions. The next development push points to mobile-based marketing.
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Read more about this blog post as I published in IBM Middleware Blog.