Case of the progressive zip line

We recently had an opportunity to go zip-lining in Tennessee. For those of you who don't know what that is, it's flying through the trees while suspended from a metal cable on a pulley. It's fast and crazy and not for the faint-hearted. The company that we used, C.L.I.M.B.works, was impressive. Not only were their guides professional and very safety oriented, they were knowledgeable about their surroundings. The company itself, is very "green" and eco-friendly.

In addition to all of this (as well as an amazing 2 1/2 hour adventure through the trees), was a small detail in their preparation area. While the excited zip-liners are getting harnessed and helmeted, they notice two tablet computers bolted to the wall. Those tablets are dedicated to Facebook and the adventurers are encouraged to log in before (and after) their trip to share with their friends where they are and what they are doing. In addition, they are asked to "like" CLIMBworks.

This is an amazingly low-cost way to market their product world-wide. Facebook with its hundreds of million subscribers has access to a market wider than any mailing or even tv or radio could reach. The only cost the marketer incurs is the cost of the internet connection and the initial purchase of two tablet computers. In addition, it keeps up the "green" image of the company by advertising on a medium that isn't destroying thousands of trees to generate mailings and brochures. Kudos to CLIMBworks for being in touch with an appropriate use of social networks.

Case of the sour cream

A few months back, we dined at a local Mexican food restaurant.  The food was average and the ambiance was adequate.  All in all, it was an enjoyable meal.....until we got the bill.  One member of our party ordered a single glass of milk with the meal and was charged $2.89 (almost the price of a half gallon of milk!!) and another had asked for an extra dollop of sour cream with their fajitas and was charged $0.75. 




All of this seemed to be a little pricey for what we had gotten so we questioned the server who shrugged her shoulders and answered, "I don't set the prices." (Mistake number one)  At that point we asked to speak to the manager.  He came over and when we explained our concerns, he started to give us a long-winded diatribe about how everything was so expensive and that cost had to be paid by someone. 

We explained that milk was not even listed on the menu so there was no way to know the price before ordering and also that there was no mention of an extra charge for additional sour cream (note that even McDonalds now displays signs that notify their customers of extra charges for extra condiments).  Like his server, he shrugged his shoulders and basically told us oh well.  In fact he said, "It's only 75 cents!"  That was the final straw.  We left Jalapenos in Glen Rock, NJ never to return.

There were three things that could have saved this transaction.  One, prices for everything, including extra fees for extra condiments should be listed in the menu.  At that point customers can make an informed decision and the responsibility is on them.

Two, the server should have apologized for the "misunderstanding" and offered to get the manager instead of showing complete indifference and blaming someone else.  This lack of empathy only serves to enrage customers and make them more difficult for managers to deal with.  Most times, a well-trained server can handle problems right at the table without further involvement of higher-ups. 

Thirdly, the manager should have offered to at least remove the charge for sour cream while explaining that is a usual charge but he would waive it "this time".  It is a mortal sin to tell a customer "It's only....." because the customer then assumes that if it's "only" then the establishment wouldn't mind doing without that "small amount" in the interest of good customer relations.  A manager should never claim that an amount is "only" because if it is a legitimate charge, it should be defensible.  If it a nuisance charge ("only 75 cents"), then it isn't defensible and it shouldn't be charged separately in the first place.  If the restaurant really needs to cover the high cost of sour cream (and this is the only time we've been charged like this in all the restaurants we've eaten at across the country) then it should be added into the price of the menu item.  This makes it a smaller increase and it avoids making the restaurant looking like it's trying to "nickel and dime" it's customer.