(Episode 263; 11min 40) Increasingly companies are charging extra fees. We look at some common examples in today’s BTalk Australia podcast. We know that these charges often annoy customers. Steven Howard from Howard Marketing Services gives some great examples of how they can also lead to a loss of customers or a reduction in their spend.
Why is this happening? Steven says how we educate our marketers is a lot to do with it. Have we become too focused on marketing communications at the expense of customer retention?
So think twice before you slap on those extra fees. At the very least, track the change and see whether there are flow-on impacts on your customer churn and spending behaviour.
Do you want to add to today’s whinge? Use the Talkback section at the end of this post.
See also: Tell ‘Em the Real Price | BTalk Australia
Significant changes to the Trade Practices Act have a big impact on how you advertise the price of your product.
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