But here’s a new one. Reader Steve J. passes along the devaluation of an airport parking program:
Park ‘N Fly had a “frequent parker” program that allowed members to accrue a free day of parking for every eight days your car spent on the lot. A member could then spend all days earned in one free stay or pay only for those above their available free days.
I myself had earned 7 days over the course of several years flying out of [Minneapolis]. That’s over 56 days at about $12 a day.
Recently, Park ‘N Fly sent out a notice informing its frequent parking members that they had “listened to your feedback” and the program was going to be “improved.” The improvement consisted of converting all its members’ points into 1 Free Day vouchers and mailing these out. Instead of being able to use them all for a single stay as before, now only one voucher can be used per stay. What is more fun, all received voucher coupons will expire at the end of 2014!
This is bad enough, but the worst way to communicate a change to customers is:
- Without advance notice,
- Telling them it’s an improvement
- Either ‘to be competitive’ or ‘based on customer feedback’
It’s far, far better to be honest and respectful of your customers.