Beware the unintended consequences of marketing automation gone awry.
Even one or two misdirected emails has the potential to threaten the customer experience and brand goodwill that your company has worked so hard to build.
For example, imagine my surprise to see this Planet Fitness email after I returned from the gym last night:
Wow. Guess I was lucky to get in.
It’s not only what you say, but sometimes what you don’t say, that irritates your customers.
Similar to poor communication, a lack of communication can also be damaging if you’re trying to maximize positive customer engagement. Case in point: my gym, Planet Fitness, just dropped a dumbbell and they didn’t say excuse me.
Here’s what happened.
Photo: Planet Fitness Facebook.
When I signed-up for membership a little more than one year ago, automatic monthly billing was set-up via card credit. I haven’t had any problems. The process has worked fine.
Last week, my credit card on file with the gym was deactivated due to fraud concerns. Once I received the new card, I made a special trip to give the gym my new card number. I figured it would be easier and faster to handle it in person rather than calling by phone.
It was neither. To my surprise, I was informed that Planet Fitness no longer offers billing by credit card. I was told that, based on a recent change, payment is now only allowed via checking account direct withdrawal or debit card (seems the same to me). Continue reading