For some unknown reason, my Wall Street Journal stopped being delivered to my front doorstep two weeks ago. I e-mailed the circulation director at our daily newspaper, which handles the WSJ distribution, resulting in friendly customer service efforts that ultimately have not delivered (pun intended). A lazy person I am not; I would jump on my bicycle and go pedal 50 miles right now if I didn’t have all this work to do. Still, though, it’s a fine line on a newspaper subscription for me. While I prefer a printed daily newspaper to an online daily newspaper, that choice becomes quite easy if I have to open up the garage door at 5:30 in the morning, battle the elements that may be present that day, and then search for the newspaper that may be at the foot of the driveway, in a mulch bed or somewhere in the grass of the front yard. A scavenger hunt, particularly in the early dark hours of the morning, I can do without. The newspaper folks have made it easy for me: convert to an online subscription. If this is the level of customer service that daily newspapers are giving their customers, I don’t feel one bit of sympathy for their dying industry.
How easy is your public accounting firm or company making it for your customers to do business with you? Are you tossing the proverbial newspaper in the landscaping or are you placing it at the foot of their door? The effort between the two is minimal; the difference in the level of satisfaction of the customer is not.
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