Blockbuster Video & Customer Deception
Blockbuster Video & Customer Deception
No more late fees. What does that really mean?
I enjoy a movie that keeps me guessing – one with a twist or a few. Recent movies that I enjoyed while they deceived me were "The Prestige" and "The Illusionist". Older movies that engaged and fooled me include "Sixth Sense", "Memento" and "Sleuth".
These movies were much more that a “who-done-it?”
These movies led you down a path – you think you know the rules and where you are going. Then it hits you with a redefinition of the rules and where you are going. When a good movie does that to you – you feel entertained. You laugh at your willingness to be deceived. You even marvel at how they did that.
In a movie and a magic act – deception is entertaining, expected and acceptable.
In business deception is none of those things. In business deception is akin to lying, cheating and stealing. So why is Blockbuster Video lying, cheating and stealing?
Blockbuster Video displays signs claiming “No more late fees.” What does “No more late fees” mean to you?
Ah – you think it means “You don’t pay if you are late returning a rented movie.”
A reasonable assumption. The implication of “no more late fees” is don’t worry about returning the rented video late – because we won’t charge you.” That is implied and a reasonable assumption – but that is not the reality.
If that is what you assumed – you were wrong. Blockbuster Video simply changed the definition regarding “late fees” You no longer pay late fees – you now pay a “purchase fee” or a “restocking fee”. But no more late fees.
You still pay when you are late – they just don’t call it “late fees” They called it something else. So in their book – no more late fees. Clever, deceptive and akin to lying, cheating and stealing. That could make for a great movie – but not for a good business relationship.
One of the purposes of your marketing is to build relationships. Good relationships are built on trust. A fee by any other name is still a fee. You don’t build relationships by being deceptive.
Enjoy the movie – but don’t trust Blockbuster Video. And don’t be late – you will pay.
George Torok
Co-author of "Secrets of Power Marketing"
No more late fees. What does that really mean?
I enjoy a movie that keeps me guessing – one with a twist or a few. Recent movies that I enjoyed while they deceived me were "The Prestige" and "The Illusionist". Older movies that engaged and fooled me include "Sixth Sense", "Memento" and "Sleuth".
These movies were much more that a “who-done-it?”
These movies led you down a path – you think you know the rules and where you are going. Then it hits you with a redefinition of the rules and where you are going. When a good movie does that to you – you feel entertained. You laugh at your willingness to be deceived. You even marvel at how they did that.
In a movie and a magic act – deception is entertaining, expected and acceptable.
In business deception is none of those things. In business deception is akin to lying, cheating and stealing. So why is Blockbuster Video lying, cheating and stealing?
Blockbuster Video displays signs claiming “No more late fees.” What does “No more late fees” mean to you?
Ah – you think it means “You don’t pay if you are late returning a rented movie.”
A reasonable assumption. The implication of “no more late fees” is don’t worry about returning the rented video late – because we won’t charge you.” That is implied and a reasonable assumption – but that is not the reality.
If that is what you assumed – you were wrong. Blockbuster Video simply changed the definition regarding “late fees” You no longer pay late fees – you now pay a “purchase fee” or a “restocking fee”. But no more late fees.
You still pay when you are late – they just don’t call it “late fees” They called it something else. So in their book – no more late fees. Clever, deceptive and akin to lying, cheating and stealing. That could make for a great movie – but not for a good business relationship.
One of the purposes of your marketing is to build relationships. Good relationships are built on trust. A fee by any other name is still a fee. You don’t build relationships by being deceptive.
Enjoy the movie – but don’t trust Blockbuster Video. And don’t be late – you will pay.
George Torok
Co-author of "Secrets of Power Marketing"
