My take ... there's a certain sub shop, Subway, that has a way of doing business whereby a request for a few extra of "anything" on a sub very well could produce a customer perception that they're facing down that infamous Seinfeld character. And, notwithstanding those long soup lines on that episode, this is not something that engenders customer loyalty.
Say what? OK ... hear me out. The Subway process requires that you tell the counter person what you want on your sub. What I've seen all too often is you ask for, say, tomatoes and the response ... two little slices are placed on the sub. So, you follow up asking if you could possibly get a few more because the two you have are looking pretty lonely. The counter person gives you a couple more, replete with a blank stare. This "you're going to get as little a portion as I can get away with" approach seems to be their policy. Rationale, of course, is to control costs. Even if you dare not ask for more, when you look at that skimpy portion, you start to perceive the message s/he's sending out is: "No more tomato for you!" This clearly is not a way to add value to the Subway experience.
I hasten to add that I've had a number of WOWEDSightings at Subway. This is especially true if I jump-start them by saying something like, "OK, I'll take all the tomato slices you can give me without jeopardizing your job!" Invariably, I'll end up having an "interaction" with the counter person, and this results in a healthy portion of tomatoes and my willingness to come back. In sum, their problem is they have a process that focuses on ensuring that their transaction costs are low, however, insodoing, they compromise the opportunity for customers to perceive they had "loyalty enhancing" interactions.
So, if you're listening Subway, here's my advice: charge enough for the sandwich so that the counter person can be perceived as your customers' "sandwich advocate." The additional price will not turn off customers. And, this policy will necessarily produce more WOWEDSightings (interactions) and increase customer loyalty. (I went to competitor Jimmy John's recently. Prices were similar, but the transaction included a great interaction. What a difference.)
To have a policy that very well produces disgruntled customers with sandwiches that underwhelm is not the way to go. What say you Subway??
Firestone
firestone@wowedamerica.com
314-863-4000
