The page below looks nice enough, doesn’t it? But read the text closely and you’ll see it’s a great example of how not to talk to your customers.
Here are the comments I feel like writing in the box.
Phew! I couldn’t find you on Twitter so I’m using this website to talk to you. It took me a while to find, actually, because I started off going to the website where I do all of my shopping. Luckily, my daughter, who works in something called “communications” told me to try something called your “corporate” website. I’ve no idea what that means but I followed her advice. When I got to this site, I just happened to click on the “Talking Tesco” button and, well, here I am!
I’m glad that you believe passionately that customers have benefited in so many ways from the intense competitive rivalry in this industry.
I’m also glad that you know from the feedback you get on a daily basis that many customers like the products, prices and service in your stores. It’s great, too, to know that customers also tell you when you don’t get it right – but you do listen and respond to concerns.
So thank you for asking me for my views!
It’s great that this is my chance to have my voice heard because I wanted to have a word with someone about your new range of ready meals. Sorry, I was talking about ready meals – why are you banging on at me about some Commission?
Oh, I see, it’s something called the Competition Commission. Who are they, then? Apparently my email will go direct to them too – do they make ready meals? And do they capitalize their name or not?
Oh, don’t worry, I’ve just spotted the “Contact Customer Services” button at the bottom of the page. I’ll email them and hopefully they’ll get back to me in a week or two.
In the meantime, I’ve also just spotted the link marked “Listening” at the top of the page, so I’m going to take a closer look at that page, which is all about how your success is based on listening to your customers. I’m looking forward to reading all 1,017 words about how your strategy of listening and responding has been successful.
A loyal Tesco customer
p.s. Elsewhere, your website kept offering to help me find the content I need. What does this mean? Content of what?
Or I might just spell it out to them by saying the following: