What is your customer-aquisition/customer retention philosophy?

Late last year, I called an organization to sign up for one of their week-long cycling camps. When they asked if I wanted to put down a deposit, I said, "I'm committed, I've cleared my calendar, I'm going, I'll pay in full right now!"

Then, in January, with less than 10 days before the camp was to start, my general doctor decided it was necessary to perform an "emergency cryogenic operation" on my foot. (Yeah, he had to freeze the bottom half...) "You'll be fine by the time the camp starts," he promised.

What happened next is amazing, and according to my doctor unexpected! The entire underside of my left foot blistered over. I couldn't walk, run, or swim...Bottom line, no cycling for weeks!

I called the camp manager, who said he'd apply my camp fee to a future camp...which he did. The issue is that the ORIGINAL camp I signed up for cost about 4 times some of the other camps throughout the year. Oh, wait, there's one more issue, my schedule for 2008 is already spoken for with client promises!

So, when I called the CEO and founder of the company and asked if he would apply my left-over balance toward the 2009 camp (the one that I originally signed up for) he said, "Let me think about it."

Days later, here's the note I received:

Jason,
Glad you are in town for the camp...enjoy yourself!

I thought about your request for applying the balance from the '08
Buellton camp to a '09 Buellton camp.  I am sorry but I will not be able
to accommodating this request.  I am sure you understand as begin a
business owner there are certain policies that are important to
maintain. Thank you for your understanding.

Stop by today if you have sometime. I am packed with meetings, etc..but
it would be good to say hello.

All the best,
CC

 

So, this organization walks away with just over $1,500...my question is: "At what cost?"

Those of you running a business, I encourage you to consider the costs in ACQUIRING a client, and the costs of RETAINING a client. This organization lost me...and a few people I know...as future customers.