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| We're going to change the way we allow some of our customers to do business with us. We're going to force them to pay differently. But if we mess this up, we could lose a huge chunk of our customer base. That would be a bad thing. |
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| Situation |
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Now let's have a show of hands: Which one of you wants to alienate your current customers? Nobody?
An MR&C client was exploring different ways for their customers to pay their bills. They thought it would be an improvement - a "slam dunk" was the characterization - and it would be simpler for the MM client. A "Win/Win."
But just in case, they decided to do some research among the customers to learn how they would respond to the change. The customers had a different point of view, and a huge percentage said they would cancel their account if the change were made. |
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MR&C designed further research to learn what might be done to mitigate such a decision, and if there were changes that could be made the consumers would favor. |
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The client ultimately made the change slowly and offered incentives for consumers to change, and as a result lost almost no customers. |
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