How to destroy #brand #loyalty one cup at a time:
#Case -
#Brand - #Bikanerwala
#Value #Proposition - decent taste, cleanliness, quick service at reasonable price
Venue - Goa Airport
Date - 14 Aug 2024
#Product - A cup of tea
#Price - Rs 240 - High in comparison to their outlets (where its around 100/-) but airport pricing is higher so you (reluctantly) take that!
#Issue - since Bikanerwala's launch ((couple of months back)) at goa airport they were offering tea in large 'kulhad' (glasses made of sand) as they would do in Delhi etc.
Since I love their tea, so I was happy to see bikanerwala at Goa Airport, and I bought tea from the outlet everytime I was at the airport.
Today, I ordered tea and was expecting the same that i get everytime. To my shock, I got my tea in a small paper cup (see image) for the same price ((thats 1/3rd quantity and no kullhad))
How the #brand made the #experience even worse -
1. They didnt bother to inform #customers about this major change
#Solution - it does not cost anything to display different cup sizes on the counter. Show what you are giving, and give what you are showing.
2. When I mentioned this, the #store #employee smiled and said - "sir, the quantity would reduce even further in the comjng days"! (((as if preparing me to have tea in spoons, or as drops)))
#Solution - when you make such changes in the product which the customers are not going to like, - - then train the frontline staff to - 1) inform the customer about the change and if possible explain the reason, if possible, 2) to be patient and handle the expected consumer irritation.
If not all this, AT LEAST train them that they should not ADD to the customers' irritation by smiling and arrogantly announcing the bad news!
3. I paid the bill amount. The employees did not have change, and expected me to forget the "little balance", which I could have but since I was not happy, I asked for the balance. - And they looked at me in disbelief as if I should be ashamed for asking for this small amount!!!!
#Solution - Classic case of #frontline #staff not being trained and sensitized about how to behave. Customer asking for the balance is nothing special or incorrect ... but for them it was!
How can the brand react: 3 choices:
Good - be proactive and expect such reactions + then acknowledge customers' irritation + work on solutions (mentioned above)
Bad - the brand might be getting info that customers arent happy - but still chooses not to do anything
Ugly - if the brand acts on customer complaints - and as a measure - punish the employees. - This is the worst scenario, becuase it is brand's mistake, but managers opt for the easiest and cheapest way out , and that is - punish the employees - which does not solve anything!!
#lesson - branding is nothing but doing 1000 small things right, every time!!!
Ek #chai aur dena, please!
Head of Information Technology at Al Dhafra Insurance Co. PSC | Insurance Domain Expert -MBA | Project Management - PMP | Infrastructure - MCSC | Information Security - ISO27001 Lead Auditor | Digital Transformation
1wneed one around chengannur or thiruvalla. Ideally every district should have one