So I attempted to cancel my Blockbuster.com subscription a few moments ago because of a bad experience, and had to fill out a survey to get it done. There was a comment field where they asked “How Can We Improve? Would you mind taking a minute to explain why you’ve decided to cancel your account?” So, I was willing to help out and wrote the following in my very sick state (the flu or a cold maybe). Upon submission of the survey, a form error was returned on the comment field which reads: “Please type in 255 characters or less for your comments.”
Apparently, Blockbuster doesn’t want all of my comments or a true discussion with their would-be customers. So, I am posting this to my blog for the world to see and adding the link to the comment field in the Blockbuster.com subscription cancellation field (I doubt they will read it). The first amendment has never been so sweet, has it?
Basically, you guys don’t understand the value of a life-time customer. I went into the store as a Netflix customer who was having a lonely weekend, with not enough movies to entertain me. The wife and I had decided to rent three movies. I saw your TV ad earlier in the day, which communicated to me that I could sign-up for your service and pick up/drop off movies either in the store or online. So, I went to the store to sign up and get three movies.
The high-school aged kid that was there communicated that I would even get a third-movie free tonight with a special coupon they had there. So, I signed up while in the store with him by my side. Filled out the preferences, all my account info (which you already had because I have been a customer for over 10 years), and entered my credit card detals.
I then took my three movies to the counter, where the kid gave me a total of $9.94. I said, “What are you talking about…. I just put in my credit card information in for the monthly service, now I am ready for my movies”. He informed me that the service was only for movies that come through the mail… and that when I return movies at the store that I receive through the mail, then I can get coupons for movies through the store while I wait for more movies to arrive through the mail. I was shocked and confused. I simply said, “But *I am* waiting for my movies to come through the mail”. All he was empowered to do was blink I think, cause he didn’t even call over the manager.
Not being one to quit easily, I communicated that part of the reason I had signed up in store and was willing to move away from Netflix was because it seemed like I could get get the benefit today of Netflix plus in-store pickup. He could not clearly communicate to me the reason why picking up a movie in-store is different than getting it through the mail. From my perspective, I signed up for a Blockbuster service that allowed me to have X number of movies out at any given time, and return in store or via the mail. All I wanted was three movies so I could snuggle up with my wife.
So, Blockbuster, If you really want me as a life-time customer, give me the benefit of what I have paid for NOW. Keep the details of your inventory system, your cost centers, your work-flow, your finances, etc. out of my way and out of sight. Customers don’t care about your pain and are apt to forget you if your pain in getting products to market gets in our way… which is why I am sitting home with the flu today, unwilling to drive down the street and rent from blockbuster.
Thankfully my single Netflix movie came last night… and guess what, they sent it to me when my list was empty, anticipating the type of movie I would enjoy. And it looks like they got it right. They understand that to keep a customer you have to lower the barriers that get in the way of the customer relationship. Blockbuster, you could learn a lesson there.
Now, to all you other companies out there, if you care for me as the customer and want me to evangelize your products, you will empower me to do so as early as you can… with no hassle or waiting, or uninformed high-school kids.