Seth Godin’s Post today is an excellent add on the yesterday’s notes about keeping customers. The popular practice of lowering your base price, and charging for every add – on is beginning to backfire.
Spending hours shopping for the lowest air fair, only to discover it will cost more to carry on your luggage is a perfect example. Customers feel cheated, and at every ring of the cash register, their satisfaction fails.
Seth’s suggestion, waive the fees often. It is a pretty good strategy, as customers feel they are geeting a deal. Another thought, raise your price, and include all the charges. Flat fee, one number. No confusion, and then sell the hell out of your value bundle.