Please Macy’s, Don’t Forget Me!

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Please Macy’s, Don’t Forget Me!

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Businesses with great customer service stay in touch with their customers.

I  must admit I love the clothes and shoes in Macy’s.

In the 70’s I had a Macy’s credit card and used to receive offers from them. It seemed like once I stopped using the card I never heard from them.  Every time I would purchase at Macy’s the clerk would ask if I had a credit card. I would tell her yes, but they could never find it. I just paid cash, purchased less and wondered how they lost me.

Did  I forget to pay a bill? How could Macy’s lose me?

Yesterday I was in Macy’s Shoe Department and found the most unforgettable pair of shoes. Of course the clerk asked if I had a credit card. This time I decided to say I didn’t have one.

“Let’s get you one, she said, there’s a 20% discount today if you get a new card.”

After 10 minutes of questioning back and forth,  she finally said, “They want to talk with you.” Now I’m nervous. Are they going to announce  over the loud speaker that  Lisbeth Calandrino is a deadbeat?

I thought they would tell me I had an unpaid balance of $10.00 and they’d crossed me off their list. Instead they asked my name, address and phone number and then said they wanted to talk to the clerk.

“You have a card she said, how come you haven’t used it?”

“They won’t let me,” I replied. She laughed and said, “That’s strange.” It may be strange to her, but every time I told the clerk I thought I had a credit card, my purchase was denied.

The clerk announced that Macy’s has decided to send me a new card. (By the way, no 20% discount for me. The 20% discount is only for new card holders.)

I guess they’re trying to tell me  I can’t put one over on them.

So how do businesses lose customers? Do they  decide some customers are better than others? What criteria do they use? Frankly, in this case, I just think it’s a case of not paying attention.  I should be receiving offers and discounts automatically from them.

Great customer service is remembering your customers and staying in touch with them.

White House/Black Market never loses me. Cachet knows where to find me. As a result of their coupons, discounts and special offers, I’m at both  at least twice a year when the seasons change. There have been many times I wanted to charge something in Macy’s and pay it off in two payments but passed on my purchase.

Your most valuable customer is one who has purchased from you. Why would you forget them? They didn’t spend enough?

I’ve told lots of people over the years about my Macy’s credit card problem and have avoided shopping there with my friends   The only reason I was there yesterday because I was doing a SodaStream demonstration.

(By the way, you must see the SodaStream commercial they wouldn’t air on television.)

Consider your past customer is your connection to your next new customer. When my friends want to go shopping, I always say, let’s not go to Macy’s.

When you don’t keep in touch with your customers, they make friends with your competitors. Not going to Macy’s has forced me to check out new stores, and get new credit cards. Oh well, I guess I’m not that important to Macys.

I read a statistic that the average business loses 10% of their customers yearly.

I found some other statistics that might be important to you if you own a business.

  1. 73% of marketing managers of various large companies credit “Repeat purchase behavior” as integral to the definition of successful customer engagement –Forbes Magazine
  2. A survey asking which is the most important marketing objectives, shows that 29.9% think that it should be customer acquisition, and 26.6% think that it is customer retention.
  3. However 62.2% admit that they concentrate on customer acquisition, with only 20.6% focusing on customer acquisition. –Emarketer
I guess Macy’s isn’t the only offender.

Want more information on repeat and referral business? Check out my Surfaces Blog from 2012.

Lisbeth helps businesses build loyal and profitable customers through customer service training and social media marketing. Her book, Red Hot Customer Service is about to be published in its updated version.  To book her for training  or speaking, she can be reached at redhotcustomerservice@nycap.rr.com.

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By |2017-03-03T12:07:02+00:00February 17th, 2013|Blog, Repeat and Referral Business|0 Comments

About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.

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