Posts filed under “Web/Tech”

Customer Acquisition versus Retention: A case study in costs

Sprint_1 versus Cingular

Is your contract up with your cellular carrier? Don’t renew it, cancel it.

That’s how you can get the best deal from your current provider. At least, that’s what I learned when I attempted — unsuccessfully — to renew my contract with Sprint, my now former cellular carrier.

The lesson unintentionally taught me is that consumers get a much better deal from the “Retention” department of a large subscriber-based corporation than they do from the “Sales” department. Its not just Sprint — but they were the company that taught me these things. It turns out to be the case not only from mobile service providers, but other entities, such as ISPs — AOL is notorious in this regard.

We are also former customers of credit card provider Capital One, for the very same reasons: The deal they offered to the public was unavailable to us as customers. Over the years, their rates crept up on my (triple A credit) wife’s Master Card to 15%. They advertise a 10% card all the time. When they would’nt offer the same deal to us, it was buh-bye Capitol One (we got the preferred rate elsewhere). I suspect its true for a slew of other subscriber services.

I learned valuable lessons, and I share them with you, dear reader, in the belief that you will profit from my experiences. I also harbor the irrational hope that just maybe someone from one of these outfits will see this, and wise up.

But I am ahead of my self. Our quaint little story begins Christmas 2002, when we purchased a pair of Samsung N400 phones from Amazon. $200 each, plus a $200 rebate. (You may recall that I wrote how rebates sucked, and after much huffing and noise, we eventually got our cash. But that experience soured me on rebates, and I swore off rebates forever. I have stayed true to that oath).

Anyway, our contract expired in January. We got a marketing letter from Sprint to re-up. However, the deal they offered us, as their present customers, was far, far less attractive than the one they seemed to be spending billions of dollars advertising more or less nonstop on every media outlet available to everyone who is not their customers.

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