“Policies” can damage a reputation
Over the last week I’ve had some correspondence with the Automobile Association (UK) which has demonstrated to me, once again, that too many companies make process and policy decisions that are harmful to their reputation and income. In this particular instance there’s a happy ending but it’s not always the case.
In December my Mother died with eight months on her AA membership paid for on an annual contract. Rather than waste the subscription I thought it would be a nice idea to have the membership transferred to a younger cousin so that they could benefit from the eight months of her subscription.
An expensive policy
On phoning the call centre I was told that “Your Mother’s account account is closed and it’s our policy that no refunds are made by the AA”. I asked to be transferred to discuss the issue with a manager to be told that “the call centre can’t transfer calls”. At this point I was annoyed believing that the policy of “no transfer” under these circumstances was unfair and, in reality, poor business practice. I even pointed out that this policy decision was damaging to the AA because as well as losing my Mother’s subscription, the AA was now likely to lose mine (on renewal) and possibly my sister’s future subscriptions. Three subscriptions for the cost of administering a slight change. An expensive policy!
The power of social media
After a tweet in frustration (re-tweeted by some) the AA contacted me by direct tweet message asking me to detail my grievance in an email. After a couple of emails the issue is resolved and the AA will provide eight months membership to a person of our choice. The organisation now has the potential of a new long-term member. A good result for them and satisfactory conclusion for myself and shows the power of multimedia.
But my question is this:
Having a policy of “No refund” if fine under most circumstances and I can think of lots of reasons why the policy is in place but those that design such policies need to also think through the possible damage it could do under certain situations. The potential to the AA for lost opportunities and lost income over many years could have been costly!
When making policy rules…think of the exceptions that might be beneficial to the corporate reputation and create policies for dealing with exceptions.