As a consumer, we’re all faced with questioning our loyalty to brands and products as time progresses. Whether a new product is released, or we experience poor customer service, we ask ourselves if we could be happier if we take our business elsewhere. For example, I’ve always had a crush on the iPhone, but I am devoted to my BlackBerry on Verizon, based on all my positive experiences with them. However, I am going to seriously consider getting an iPhone if Verizon picks it up. It’s no surprise that consumers are faced with these types of questions everyday.
About two weeks ago, I was faced with a similar situation when I had several poor online experiences with my favorite grocery store. If you live anywhere around the Mason-Dixon Line, you’ve probably heard of the food market chain Harris Teeter. 
I immediately became a fan when I moved to North Carolina over three years ago. It’s hard not to like their wellness program, numerous fundraising events, education efforts and of course, their fine wines club. To me, they offer a lot more than just a place to buy butter and milk. I went to their website last week to sign up for their email program, something I had surprisingly not done yet. This is where things started to get ugly. I completed the 3-page registration form and thought I was good to go. Immediately after my account was created, I wasn’t able to login because my email address wasn’t recognized. So, then I clicked on the link to answer my “Challenge” question. This was also incorrect. (Side note – I’m pretty sure I know my mom’s maiden name). At this point, I was starting to get frustrated. So, I went to the Contact Us page to send an email asking for my “proper” login information. Once I landed on this page, I was immediately faced with this warning: “We are experiencing a very high volume of emails. We will respond as soon as we possibly can. Thank you for your patience.” No wonder… My frustration got the best of me and I fired off a quick message asking for assistance with my newly created account.
As days have passed, I have yet to receive any type of communication from them in response to the message I sent. I realize they had the courtesy of placing a “very high volume of emails” notification on their website, but this is absurd. In my opinion, I shouldn’t have to scour the internet and look through numerous social media platforms to find somebody at Harris Teeter to listen, or respond to me. The sad thing is, we as consumers are faced with these annoyances everyday. This got me thinking… As a customer, how “loyal” are we really? When does a brand cross the line and force us to take our business elsewhere? According to the Dictionary, loyal is “characterized by or showing faithfulness to commitments, vows, allegiance, or obligations.” Obviously my experiences above were nothing life changing and I still consider myself an advocate of Harris Teeter, but that doesn’t mean Joe down the street feels the same way.
At the end of the day, the marketers at Harris Teeter need to realize there’s a difference between perception and reality, both from the company side and the consumer side. The easiest way to mend this gap is through communication and they seem to be lacking that already. Yes, they know I am a loyal fan (fair perception), but the reality is, I’m bummed out by their online presence. Perception may not be reality, but it drives feelings and actions by the customer. My advice for Harris Teeter is to take the time to learn about their customers and LISTEN, because if they don’t, our perceptions going to become their problem.
Besides the obvious answer of communication, there are other tactics that Harris Teeter should adopt to avoid 
these types of issues in the future. For starters, they need to fix their subscription process. How are they ever going to be able to increase their subscriber base when the 3-page opt-in form doesn’t even work? Often times, a sign-up page is the first impression that a potential customer has with a company; this needs to be addressed immediately. Secondly, they need to work on their customer service. I don’t expect them to know by my email address that I’m a loyal customer, but I do expect them to respond in a timely fashion. We all know that it costs money to lose potential and current subscribers and these issues need to be assessed. Companies work very hard on creating a consistent brand with consumers, but the online voice shouldn’t be too different than the in-store experience.
I don’t have a concrete answer to this, but I can say that my positive experiences with Harris Teeter far outweigh the negative and I’m not going anywhere. So I ask, is there a line that can be drawn through marketing efforts, or lack there of, to push us faithful folks away…?
There is always a line to draw with a negative reaction to a brand. Will someone leave or not? The problem (as marketers) we face is that we can not make a blanket statement on what will push someone away or not. Shannon is not going to leave because Harris Teeter has won her heart… however… someone else might.
The problem we are all facings in today’s age of personalized content is the inability to actually gain MORE loyalty. Businesses have always been under the impression that the goal of marketing is to increase leads, sales, and customer loyalty for your brand.
In 2011 and the years ahead we should be asking ourselves not… How can I make the customer more loyal to my brand… and asking ourselves… How do we create content and experiences that make US more loyal to the consumer.
Holato on the map … Look out Harris Teeter.
Good Point Shannon!
Actually one thing they could to avoid that 3 page opt in form is to simply ask for the number to your saving club card and use that to prepopulate that form or potentially eliminate it. This gives users a chance to check the info is up-to-date and reduces work on our part. Plus it shows shoppers that you do something useful for me, the consumer, with all that marketing data you are collecting, beyond just selling it to the highest bidding brand.
The simple fact is that you can lose your loyalist of customers over something as simple as a failed online opt-in form. Consumerism loyalty is dwindling with every new day. I’d argue until blue in the face with anyone: that the often overused phrase “what have you done for me lately,” pertains to consumerism more than anything else. Especially for products and services that have no affect on my personal brand. I have a much stronger affinity towards Nike than I do Marsh (local grocery store). I had been consuming both brands for 26 years. However it took 1 simple coupon slip up on Facebook, and Marsh burned 26 years of consumer loyalty. (Obviously, I was not purchasing the product for the bulk of that relationship) However my family as a whole, was. Regardless, offering me a $25 savings and then saying “never mind” lost Marsh my family’s business. Let’s make an educated guess: my family had spent $1,200 a year on groceries. (I’m low-balling to prove a point) That would be a total of $31,200 over 26 years. They lost me with a botched $25 savings coupon. Thats .08% of my total expenditures at their place of business over 26 years. They lost a 26 year loyal family, on .08%. It seems to me that there is no such thing as loyalty amongst consumers. Especially in this day and age where you (as a business) come into my home (Facebook) and make an offer you cannot back up. The snowball affect of distrust and dislike is scary. What have you done for me lately?
I love Harris Teeter. First I found them was in Charleston SC when passing through on the Inter Coastal Waterway.
Long subscription forms are a thing of the past but what I would really want to know is who is handling their email program?
My guess is the same people responsible for online customer service designed the 3 page sign up form.
BTW…How many time would it take Harris Teeter to tick you off before you decided not to go online or even worse, not buy from them in store?
#wakeup call someone has your number.
Nice post.
PS great new Avatar!!!
Hi All,
Thanks for the great feedback. This question has been bugging me for awhile, but really came to fruition during this HT experience. There clearly is no definitive answer because it’s different for everyone.
I honestly can say that I don’t know what my final straw would be to go elsewhere. This goes to show you that no customer is ever “truly” loyal. Something that’s shinier and new is always going to come.
Jeff, I actually know who runs their email and eComm program. I’ve spoke with him in the past and have met him. Unfortunately, HT is extremely bureaucratic behind the scenes and changes (if they choose to make any) wouldn’t come until the distant future…
Thanks again all!
Amazing. It’s amazing that a company does all this work to build loyalty, wins a raving customer over and ruins it during the honeymoon. I don’t understand…? What a waste. I shop occasionally, but usually because (at least) the one near me is open 24/7. Prices are much steeper than areas shops but it’s close and I’m paying for the convenience. Nice post Shannon.