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There’s a big difference between being technically correct and doing the right thing. Fundamentally, it all boils down to one big question, “Do you care about your customer?”. You don’t need to answer, it’s going to be really obvious.
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I found the KidsGoFree offer (for Lego Land) at the back of my Hamleys reciept and decided to take to my kid. I flipped through the terms and conditions and noticed that I needed a full price ticket – not a discounted one, which seemed fair. So I hopped online, and instead of buying the advance saver ticket, bought a full price adult ticket. We got to Lego Land at opening time (10am), the girl at the admission gantry told me to redeem my coupon at the ticket counter – which by now was a 30 minute long queue, and completely defeated the point of buying a ticket online! When I finally got to the ticket counter, I was politely informed that the offer wasn’t valid with an online purchase – I needed to purchase a full price adult ticket at the desk to get the KidsGoFree ticket. Complaining at the ticket counter had made no difference, so I complained online. The Lego social media team replied on twitter, citing the T&Cs. Indeed, buried along with annual passes and an assortment of other discounted tickets, online tickets are mentioned. Despite my complaints that this didn’t make sense as it was a full price online ticket, Lego didn’t want to budge.
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Online purchases have become a way of life. They help parks cut down on ticket queues and process guests faster. Penalizing customers for buying online doesn’t really make sense – and isn’t something I would advocate to any business. More worrying though is that the business didn’t seem to care about fairness of the policy – or the customer. Yes, Lego was technically correct. Does that mean that they made the “right” decision?
My (customer) experience was terrible. It felt as though the ticketing & social media team really didn’t care.
It’s understandable that your T&Cs are designed to protect your business from abuse. However your staff is there to grow your business. That’s why many restaurants and cafes will happily replace your drink or food if you drop it before you reach your table. They don’t have to, but it’s better for everybody if they do you a good turn – and show they appreciate your business.
When training your staff, or defining your social media policy – don’t just focus on policy wording. Remind them that they need to keep customers happy. They need to do the right thing for the business – which includes caring about the customer.
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