If you don’t get it, you don’t get it.
The Washington Post runs an advertising campaign with the slogan “if you don’t get it, you don’t get it.” And on Monday, I did not get my print copy of the Post. I called the re-delivery number and left a message. Five hours later, I had not yet received a replacement copy so I called again, and left another message, asking for a call back. Then I went to the online complaints, and left two messages–one about the missed delivery and one about another delivery issue I had during my end-of-year vacation.
I didn’t get it
I heard nothing from the Post. Not one word. No call back and no redelivered paper. No apology. No credit. No nothing.
The Washington Post has seen an increase in digital subscribers and a decrease in print subscribers. This isn’t surprising since most people seem to prefer to read their news online. However, in terms of advertising sales, which is what pays the bills at the Post and most every other newspaper, circulation numbers are what sets advertising rates. Fewer print subscribers means smaller circulation numbers, which means lower advertising rates. Obviously, the less the Post charges Macy’s and the various other advertisers, the less revenue it generates.
Disregard is disrespect
So subscriptions matter. And yet the Post continues to treat its subscribers with, if not outright disdain, complete disregard. Prices are increased every few months, credits are no longer given even though the print subscription charges for delivery costs, and customer service has been outsourced to Asia, where the agents barely speak English and don’t know K Street from Pennsylvania Avenue.
The Washington Post would prefer if you never called them, so they’ve created an online account/customer service portal. Except it sucks. Every time you want to do something, you have to sign in, and then somehow, you are signed out of your digital subscription. And not everything works. I tried to change my vacation hold dates, and was not able to. I had to call an unhelpful customer service agent.
When I got home from vacation, I discovered that of the six days I was gone, four days of newspapers were delivered. My vacation stop was not honored. I complained online and nothing. Again, no apology, no credit, no acknowledgment of a mix-up.
Here’s the bottom line: The Washington Post can advertise for new subscribers all it wants, but until it fixes its broken customer service, it will continue to lose print subscribers (and by extension advertising revenue).
Customer service matters more than marketing in retaining customers. Marketing is about acquisition and customer service is about retention. If you acquire customers just to lose them because of poor service, you are wasting money marketing and you are threatening your bottom line.