Retail shock therapy

2013-10-01 00:00

APPARENTLY Edgars has recently sent letters like this to some of its customers:

As you may be aware, Edcon sold its credit book to Absa on 31st October 2012, but due to insufficient information on your account, systems and other compliance-related matters, we were unable to sell your account.

Edcon will not be providing credit going forward on accounts that were not sold as part of Absa relationship, so unfortunately we wish to notify you that this Edgars account will be closed on 31st January 2014.

(Taken from a recent Hello Peter complaint.)

This was under discussion on John Robbie’s morning show on Talk Radio 702 on September 25. Edcon apparently declared that the letters were sent out to only a ridiculously low number of customers, something like 0,03%. That tiny number, however, was big enough to light a pretty fair-sized fire.

Dozens of people sent SMS messages or e-mails to Robbie about other beefs with Edgars — one woman, for example, said she’d had an Edgars account for decades and had paid the account, yet had been listed with the credit bureaux.

I listened with some amusement. I opened my Edgars account in 1987 and closed it last year in a fit of irritation, after receiving a threatening SMS about some piddling amount I’d forgotten to pay one month. (The piddling amount was the fee for the magazine, which I felt was a bit of a waste of paper really, just a glorified catalogue pitched firmly at the student market.)

Cancelled card or no, I continued to receive mail from the chain store, rather like a boyfriend stalking you after a break-up. (The chain store seems to have got the message at last, I’m glad to say, as the mail has stopped coming.)

Edgars/Edcon is not alone in having poor relationship skills with its clients.

Other chain stores do similar things. Like the SMS that says: “You have not paid your account, which was due on September 1, 2013.

“Please note that all unpaid accounts will be handed over for collection to very nasty people who will start by sending you mean lawyers’ letters and end by breaking your kneecaps. If you still haven’t paid by then, we will blacklist you and there will go your chances of ever having another clothing account — ever, do you hear me, ever!

“You will lose your home, your children will be sold to the salt mines to work off your debt, and you will end your days a sad and broken denizen of the poorhouse; alone except for the rats in your monastic cell, infected with some ghastly disfiguring disease, gnawing toothlessly at your daily ration of weevil-infested bread. If you have paid your account in the interim, please ignore this message.”

Okay, I’m exaggerating a little. But I’ve always wondered who writes these messages and the software that dictates when they’re sent.

Take that Edcon message, for instance: I may be wrong, but it seems that many of the people who received the letter had been account holders for a long time.

That means that firstly, they have an extended relationship with Edgars, not with whoever Edcon chooses to sell their credit book to; and secondly, that they have a long credit history, which is surely recorded in detail on computer, and in some cases, on typed pieces of paper.

Do these two facts not warrant giving a little thought to how they word a message?

They could have said something like this: “We know you’ve been part of the Edgars family for a very long time, and that’s probably why we don’t have all the information we needed to enable us to sell your account to Absa, along with all the others.

“We’d hate to lose you, so may we suggest that you visit us as soon as possible to fix the problem? (Unless, of course, the company actually wanted to shed this ancient deadwood.)”

If a customer of long standing misses a payment, why not send a friendly reminder that goes like this: “Oops! You’ve been an account holder for so long that we’re sure this must be an oversight, but we don’t seem to have had the payment due on September 1.

“When you come in to look at our lovely spring collection, perhaps you could make the payment at the same time. Unless you’ve paid in the meantime, in which case, thank you!”

I know we can no longer have the sort of relationship with our retail companies my mother had with the greengrocer, who knew her and her husband by sight, gave her children Sunrise toffees, and figured out that if she failed to pay on time one month, it might be because she had just given birth to her third child.

But thanks to powerful technology, there’s a lot you do know about your customers, and things such as payment records (yes, he often pays late, but always within the first three days of the month) and age of account can be used to automatically generate different messages that don’t sound as though the account-holder is a criminal. (Maybe lots of your account holders do default, but that doesn’t mean all of us should be treated like criminals in the making, does it?)

And employ a writer with some human suss, for goodness sake! You catch more flies with honey, remember? — Fin24.

• Mandi Smallhorne is a journalist and editor.

opinion

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
0 comments
Comments have been closed for this article.

Inside News24

 
/News
Traffic Alerts
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.