If you’re a high speed internet customer of Quest you just might have received or participated in the most miss-leading loyalty program in the world. Two of my friends call and asked if I thought it was an out right BAIT & SWITCH trap. Cleverly conceived yet poorly executed this program missed the mark in so many ways. Clients were to be issued a $50 Restaurant.com Dining Certificate for being loyal customer of Quest. Multiple Emails went out congratulating you on your $50.00 Certificate. Ah the catch then came to redeem the certificate here is a sample of what people found.
1. $50.00 certificate Valid with a $100.00 food purchase; excludes happy hour, 18% gratuity added pre discount, Dine in Only.
2. $25.00 certificate Valid with a minimum $20.00 food purchase, Excludes happy hour, 18% gratuity added to per-discount check amount Dine in only.
3. $25.00 certificate Valid with a minimum $20.00 food purchase, Excludes happy hour, 18% gratuity added to per-discount check amount Dine in only.
OK, you get the picture if you spend money you get discount any number of restaurants. The problem was that the implication was the “certificate was positioned in all the correspondence to be convey a gift certificate. Not a basic BOBO or buy one get one free. If you’re going to be on either end of a loyalty program make sure it’s a reward not a punishment. Artfully misleading consumer never pays dividends.