I had signed up for an annual subscription to Fortune Magazine last year. They had offered the Steve Jobs biography by Walter Isaacson back then and that had made me very happy. The magazine’s great so it was a good one year. Then they sent me a renewal offer a few days back.
- Extract from the email sent by Fortune India
I called up the kind lady who had written this email and asked her to offer me something else since I got the same book last year and this time, I (along with other customers) deserved something better. Her confused reply was that they had nothing else to offer and instead she asked me to consider the 2-year offer where they were offering something else (unbranded bags). Please note that Economist offers Hidesign bags.
The kind lady heard me out and said that she’ll forward my feedback to her seniors in Delhi. I hoped that her seniors will understand what I’m trying to say here- you have to be careful when you’re offering a ‘gift’ to your customer. The same book, year after year, is not cool.
The next day, I receive this reply-
- Extract from the email sent by Fortune India
And I’ve currently given up on them. Let’s hope these brands understand what is wrong with their customer service.
love and peace
Amish Mody
If you think these guys are dumb and mechanical, try speaking to the call center of TATA SKY. Beware, you may either enjoy the experience or add to the frustration..
I think while humans are evolving, the checklist system is making society dumber by the day.
Quick test. 5*25 = ?
How many move towards the calculator application on the phone? 🙂
Regards.
Amish
Hitesh Joshi
I didn’t used calculator at all & 125 in less than a sec 😉
coming to the point, I don’t think these people are dumb and mechanical, But I believe they have an attitude of ignorance, “I don’t care”, and obviously comparison to call center ppl is very wrong (& rude 😉 )
Ashutosh Kumar
This event signifies the importance of “practical wisdom” in Management. Many theories have been written about role of PW. PW implies that you break free of written-in-stone processes to react to a live situation at hand. AMEX does it beautifully, or whenever you get the “wow, they made me feel special”, there is PW in action. After all, any process or system is a waste when it is unable to deliver the end-objective of making a happy customer experience.
Sushrut Munje
Agree wholeheartedly.
Vinay Chhoda
Clearly the guys who handle sales don’t know how to innovate.
For example, besides offering different freebies compared to last year, they could maybe offer an extended membership instead of the same freebie.
By offering the same freebie, they will lose out on customers simply because they weren’t incentivised enough to continue with the membership.
Sushrut Munje
Bingo. And pointing these things out to them didn’t help.
asha chaudhry
strange naa? you’d expect so much more and so much better from a mag like Fortune India…
Sumiit Lakhutia
Also,Fortune India isnt available on magzter, when most other magazines are. I spoke to the customer care about this and was told that they would pass on my suggestion, but don tknow whether any action will be taken on it.
Pawan Deokule
Dear Sushrut,
I have to disagree with you on this approach towards gifts. It is a common belief and conviction that one subscribes to a magazine for the magazine and not their gifts.
A little altruism is called for, consider that you were the head of marketing at Fortune. If you were to allot a gift for each subscription – 1 year, 2 year, etc you would choose one gift (cost reduction for bulk purchase) that is elegant and great for consumers. You would not buy several gifts as your core business is to create a great magazine and not gifts.
If you are a consumer that has already enjoyed the gift, you would gladly subscribe again and maybe for a longer period to avail better discount on the subscription. Regarding the quality of the gift – an unbranded bag may in fact be cheaper but a lot better than some branded ones or may even come with a ‘Fortune’ branding which is custom made (perhaps the sales rep could have explained this better). Albeit primarily the interest still lies in the magazine and not the gift.
The gift is only meant to entice consumers to try the magazine. you can always negate the gift the second time or use it to gift it to a friend if you already have a copy of steve jobs biography!
The concept of bettering a gift or providing a different one makes one feel that literature is free in India and we buy tangiblge gifts and not the literary creation. Reminds me of what Salman Rushdie said about India – We need a cultural revolution!
Why are we so sceptical about paying for intellectual property rather than tangible goods. Are IPs free, should they be sold with a gift tag (one that is tangible and branded)?
Sushrut Munje
Dear Pawan, I understand you missed the point entirely and rode on random pastures. As a customer buying an annual subscription again, I shouldn’t be offered the same gift again. Even if I am, they should do something about it when it is pointed out to them quite clearly.
It doesn’t matter what I can do with the book and Fortune shouldn’t be the one pointing it out to me. Instead, like every organization, it should aim for customer delight and surprise me.
If a brand is offering a gift with their product and it is of substandard quality, the argument that the gift is unimportant ought not to exist. Focus should be on customer experience, not what is convenient for the organization. I subscribe to HBR. They give me no gifts and I’m perfectly okay with it.
Pawan Deokule
Dear Sushrut,
Since you believe I have drawn my point from pastures, lets see which pastures I have drawn my points out from: –
“I (along with other customers) deserved something better. Her confused reply was that they had nothing else to offer and instead she asked me to consider the 2-year offer”
Have you done Fortune any favours apart from a one year subscription? You received value in the magazine and now you want a bigger/better gift every year? Does this not mark you as one who is buying a subscription for gifts?
They already accoladed you for the 1 yr sub by giving you a gift. The rep had nothing better to offer because SJ biography (Rs. 530 currently) was a great gift within the value for a one year subscription(rs.999 53% discount), that is why it requires altruism to see the other side of things.
“they should do something about it when it is pointed out to them quite clearly.”
Henry Ford’s quote: “If I had asked my customers what they wanted they would have said a faster horse”
As entreprensurs and as a business we know that all customer feedback cannot be implemented as it may not be practical.
As a consumer you should just be thankful that they arent saying, “you got one and you should not receive it again!” As a subscriber I have informed magazines that I wanted the subscription without the gift as I already have it!
They (Fortune) have pointed out that they understand that you are unhapopy with the gift being offered (hence they have listened to you). Asking you to go for the 2 year offer makes perfect sense so you get something different as a gift and at better value.
“It doesn’t matter what I can do with the book and Fortune shouldn’t be the one pointing it out “
Fortune did not point this out, I did. However, if you are a company offering someone a gift offer on purchase, what would be your reaction when they come back and say give me something better the next year (same promotional value) or I will not buy again? A different gift every year for a magazine!
“Extract from the email sent by Fortune India And I’ve currently given up on them. Let’s hope these brands understand what is wrong with their customer service.”
Not sure what exactly ticked you off in the message from Fortune as it seems extremely truthful in letting you know they have nothing else to offer but the magazine or a 2 year subscription.
You obviously were expecting more than they can help you with. The customer care message seems well in line, perhaps there is some information that you have not shared as they seem to still have faith in you with their answer!
Try Dell or citibank customer care on the other hand and you are up against a pandora’s box of robotic answers!
Nikunj Bubna
I agree with Pawan!!!
Sushrut: Man those poor fellows are literally giving you a ‘Fortune’ along with a complimentary gift & yet you are still crying that ‘Yeh Dil Maange More’… 🙂
Kisi ne sach hi kaha hai (BTW i am that person)— Indian Customer ko satisfy karna, Mushkil hi nahi…….Namumkin hai!!!
Sushrut Munje
Are you really missing the obvious point or ignoring it on purpose? I presume you run a startup. If you start offering gifts to your ‘special’ clients (AMC clients, repeat clients, etc.), I suggest don’t keep giving them the same gift year after year. Or will you keep giving them the same gift again and again, and decline to change it if they say they won’t need the same thing again?
Sushrut Munje
Read the article again, please. If you run a startup, do not offer your clients the same gifts year after year. Even if they are Indian or European. It is plain silly.
Sridhar V
Hi Sushrut,
I understand your situation and you have the right to raise your grievance and approach the management or concerned person.
However, let me give you other points (not contradicting you) but just to give you a better perspective:-
– The above issue is not related ‘customer service’….its more of an issue in the design of the offer/scheme. The customer service executive (lady) was courteous, understood your grievance and communicated the same to the concerned team. The deciding team or person would be mid or senior level…..not at customer service level.
– Your experience is not unique or unheard of. I have observed this in many magazines….they have the same gifts, brands, etc…and its common to see repetitions year after year. These are Freebies – so u take it or leave it. I agree to an extent with Pawan but still think you have a right to ask since you are continuing or renewing your subscription and giving them additional business.
However, all said and done remember that the free gifts, loyalty points, benefits, etc are pretty much useless in India. Subscription gives you a discount and other benefits, but if you do this year after year you will find it less valuable. Why ? sometimes magazine does not reach you on time, sometime you dont need it, repeated gifts, in case of change of address its another headache. Moreover, you can save a lot if you get rid of several monthly subscriptions…….and instead buy when you really need. The same applied to loyalty cards, reward points, etc…..where they give you Rs.100 reward for a Rs.1 lakh spending…..its not worthwhile.
Sushrut Munje
I agree. The customer service is not to blame and the issue really is not that complicated. It is just that- they should give more thought to freebies and think about it from the customer’s perspective, not their own.