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Lessons on Customer Feedback - Verizon Cancels $2 Fee


Verizon Wireless has decided it will not institute the $2 fee for online or telephone single payments that was announced earlier this week. Power to the people! The Verizon fee cancellation teaches some valuable lessons on customer focus and customer feedback.

Customer Feedback is Powerful. Long Live the Customer.

The Verizon example, as well as GoDaddy’s SOPA support retreat, Netflix’s Qwister spin-off, Bank of America, and the Ocean Marketing customer service debacle all prove that customers have power. Customers don’t have to just take whatever service providers give them. 

At Verizon, we take great care to listen to our customers. Based on their input, we believe the best path forward is to encourage customers to take advantage of the best and most efficient options, eliminating the need to institute the fee at this time,”

-Dan Mead, President & CEO, Verizon Wireless.

The company made the decision in response to customer feedback about the plan, which was designed to improve the efficiency of those transactions. The company continues to encourage customers to take advantage of the numerous simple and convenient payment methods it provides.

Customer Feedback Lessons From Verizon’s $2 Fee

Always remember customer feedback. Always listen to your customers. Think about your customers. Are you offering value to you customers with your decision? Are you providing additional benefit for your customer to remain your customer? In this case, it was clear that there are none. An the customer feedback showed it. Customer feedback is a powerful tool. It can be used for great benefit when used properly to add value to a service or product.

Eliminate the need to institute the fee? Most efficient options? Plain and simple this was a customer tax. There was no real added feature or convenience. No new product or service being provided. Revenues down? Just institute some “FEE” and call it whatever, payment convenience, online account access, transaction service processing. It doesn’t matter what you call it. It’s a customer tax meant to boost revenues. Online ticket retailers are notorious for doing this to customers. Ever try to purchase movie tickets or concert tickets online? There’s a fee for you to do that.

In this case, like the Netflix/Qwister case earlier this year, the customer wins…thankfully. Always remember the power of the customer. The customer is king.

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