I checked my Visa bill yesterday and noticed an entry for something I don’t remember buying. It also had a phone number so I called and discovered I had been opted in to (and charged a 3-year subscription fee for) Card Assist, a service which protects my cards against fraudulent charges. I got this service when I first signed up for my card but cancelled it when I realized it wasn’t worth the fee to me. That was two years ago.

My bank and Visa know a lot about me. They have years of transactions, a customer profile not to mention that I purchase several services from them and whether they know it or not, we have a relationship. Re-upping me for a service I cancelled with out my permission is a serious detriment to that relationship. Credit is not as easy to get as it once was but I could replace both my bank and Visa. Why don’t companies get this? Is $70 odd dollars today actually worth more to them than my future business? I understand the pressure to meet short term goals but isn’t this just a little too short term?

All companies need to remember customer relationships are the lifeblood of their business. To help them I am starting a 10 Commandments of Customer Relationships. Please send me revisions, additions and comments. 

  1. Thou shall not charge me without my permission.
  2. Thou shall take time to anticipate and understand my needs.
  3. Thou shall send me timely and relevant messaging.
  4. Thou shall remember service is your most powerful marketing tool.
  5. Honour and respect my loyalty.
  6. Thou shall give me a forum for feedback and actually use it.
  7. Treat your employees as you wish they would treat me.
  8. Thou shall accept you are only as good as your last interaction with me.
  9. Thou shall not ask me for profile information and not use it.
  10. Thou shall surprise and delight me by following the previous 9 commandments.