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By Simone Janson (More) • Last updated on October 14.10.2010, XNUMX • First published on 14.10.2010/XNUMX/XNUMX • So far 5115 readers, 1104 social media shares Likes & Reviews (5 / 5) • Read & write comments
PR blogger Klaus Eck is angry – via Twitter. Reason: The Deutsche Bahn had its train yesterday with a one-hour delay Lecture foiled. But what apparently really drives him up the wall: There is only a paltry 15 euros in compensation for the lost appointment!
how come Corner is premiumCustomer Deutsche Bahn, ie he has a BahnCard-100, probably first class. Such a free travel ticket on Deutsche Bahn now costs 3800 euros a year (last year it was 3565!), and in first class even 6400 euros. A proud price for which one can expect a lot. And that's right, the ticket is valid throughout Germany, on all trains, for one price.
In addition to this service, there are a few special services that Deutsche Bahn offers customers granted: luggage shipping, bicycle transport and the use of the DB-Lounger. This makes Bahncard 100 holders almost like premium customers with preferential treatment. That's quite right, after all, he pays enough for a pleasure that most people would get away with cheaper, at least if you factor in the savings price and special tickets and BahnCard 50.
But with one, the Bahncard 100 customers have the look, and exactly where the Deutsche Bahn would have to do the best again: in the case of the delays. The train needs to provide customers with delays of 60 minutes and more 25% of their travel costs. At two hours it is even 50%.
Bahncard 100 owners are compensated with ridiculous 10 or 15 Euro flat rate. Plainly said: If you pay 3800 Euro a year and wait an hour dumb in the area around, gets lousy 10-15 Euro for it. Anyone who issues 200 Euro once a year and has a delay on this route, 50 Euro may be filed. Where is the relationship?
Now the railway will presumably argue that the damage is proportionally small to someone who has unlimited access to the whole rail network, measured by the mass of the journeys. But that would be a dairy calculation: Because the course calculates so finally also that not all Bahncard 100 owners take full advantage of the value of their BahnCard. How it turns and turns: Who runs with the Bahncard 100 is in this case the fool.
And from the point of view of customer retention a really stupid mistake! Because premium customers like Klaus Eck feel apparently fooled and then do it publicly. It will look like that:
No good advertising for the DB!
Instead of keeping such premium customers, however, there are many Companies, including the Deutsche Bahn, every year, a lot of effort to win new customers with lure offers. Everywhere you sting a tempting Eye and suggest: Buy now. Sign a contract now. Because it's still cheap!
It is debatable whether this is legally correct from a consumer protection perspective. Companies are much more interested in the question: is it? useful? I think: No, bait offers make little sense. And I also explain why.
Example bank: Offer for half a year Money to invest at a high interest rate. The bank hopes, of course, that the customer will continue to leave the money with the bank after this period – at a lower interest rate. But what is stopping customers from jumping on to the next bank after this period has expired?
An offer from Deutsche Bahn is even better: a year's subscription to the transport association and a free Bahncard 25 for a year. Only: If you didn't want to take out a subscription anyway, you won't be tempted by this offer, because what even if you get the Bahncard, that weighs you Costs for a subscription that you don't need, hardly open.
In the end, I believe that these lock offers bring only new customers, if they wanted to complete the contract anyway.
On the contrary, I consider such lock offers long term harmful. For only the customer may explicitly use the offer of baiting, which previously did not have his money at the respective bank or so far no subscription at the respective public transport company.
Who, on the other hand, as a loyal customer for years satisfied was with the service provider, on the other hand, feels fooled. Because he learns from such lure offers: It is better to change more often than to remain loyal to the service provider.
And in the future, this customer will explicitly look for a short contract period and lock-in offers instead of keeping his service provider as conservative up to now. But: That's not what companies want - is it? Therefore, lock offers are simply the wrong signal to loyal customers!
Incidentally, the customer also feels duped here: Deutsche Bahn has an affiliate program. However, the advertising material is not correct: the BahnCard 50 is advertised with full credit against the saver prices. The program misleads website operators and customers. Who slept there again?
My website is listed in one of the top spots for the search term BahnCard 50. Reason is one ArticleSeries on the Deutsche Bahn, which some time ago wrote about their price system and explains to the readers the hidden advantages and disadvantages of the individual tickets.
That's why I recently signed up for the Deutsche Bahn affiliate program. When I wanted to install the advertising banner yesterday, I noticed that the advertising material for the BahnCard 50 is anything but correct: Deutsche Bahn is running a banner advertising the Bahncard 50 with the words “Combine with Saver prices of the train ”.
This info is plain wrong how to fast and easy to read. Because the BahnCard 25 can be combined with the savings prices - but not the BahnCard 50, which is also explicitly stated in my contribution to the BahnCard 50. That would be fantastic if it were different, because then the BahnCard would be 50 clear more rewarding – for everyone.
Update: The Deutsche Bahn has apparently been attentive to my mistake through my blog post and has improved the banner - but completely commentless. The difference between old and new banner can now be seen above!
On the other hand, with the current pricing system, you can use the BahnCard 25 to be more precise Planning can actually save a lot more. Except in local transport - at least outside of transport associations. In any case, it seems to me that the price system is always calculated in such a way that it barely misses customer benefit. Thank you monopoly!
No wonder, then, that the customers, with their permission, are confused!
And now this advertising error. I don't want to know how many customers bought a BahnCard 50 because of such a false banner - something like this comes out. The Problem is reinforced by the fact that this trap is not explicitly pointed out. Please fix!
And before anyone finds it strange that I am in spite of everything Criticism advertising for Deutsche Bahn: Yes, I recommend the Deutsche Bahn product with my affiliate link. But above all because there aren't any Alternatives gives.
Who in the Internet is looking for the BahnCard 50, either wants to buy it or not. I offer my readers objective, critical information on the subject. With the link, readers can then buy the BahnCard – or not.
Apart from that, however, there are also positive things to report about Deutsche Bahn: I know several Employees, who are really enthusiastic and satisfied there, especially with the Vocational Training. Yes, Deutsche Bahn even affords its own employment office for its employees so that they can be placed in other positions in the company.
I really like to train, at least ICE driving is for me the stress-free kind of traveling (well, I was not in an ICE with faulty air conditioning system).
The only thing that unfortunately leaves something to be desired is the customer service, which is what most people get from the railways. And above all, the price system is so complicated that not even the employees understand it - neither at the counter nor in the store Marketing.
Too bad. A missed customer acquisition strategy. This comes out when people are only traveling with the BahnCard 100!
Newspapers are out of money. That's why they have to save on the salaries and fees of their employees - and thus on quality! That is why publishers are demanding an ancillary copyright! At least that's the common one Opinions. Surprisingly, there is money for some unnecessary things.
An unnecessary expense for Springer Verlag was probably the 42.000 euros roaming fees that Bild editor-in-chief Kai Diekmann caused during his vacation in Morocco. However, I have the hope that so much stupidity is an isolated incident. And Springer has it….
But unfortunately there are others that are no less stupid ideas with newspapers to spend money completely senseless. Through stupid advertising campaigns, for example. I recently discovered a great example in a Berlin swimming pool. "We'll help you undress" was written next to the men's changing room. The women would probably have come across as sexist….
That should be funny, because it was small that it is the housing market of the Berliner Morgenpost. That you are funny, but it goes completely past the target group - or what percentage of the swimming pool visitors will probably just want to move?
The advertisement on a Berlin taxi is just as wrong. Seriously: Anyone who sees this taxi driving past them only thinks of one thing: that passengers are not allowed to wave in it themselves ... huh? Then who? The driver?
But no, everything is wrong, the Berliner Zeitung only wanted to point out its historic past with this great headline from 1961. It may still make sense to appeal to the reader's sense of tradition – who else buys print these days? But even if this advertising is more aimed at the educated reader, as Umberto Eco put it so beautifully: This message just requires too much thought to understand. In any case, more than you have when the taxi rushes past you.
Perhaps those responsible on the marketing floors of the publishers should simply read the press releases from the Bundesverband für Digitiale Economy read that social media advertising will continue to increase in 2010 - and increasingly rely on social media instead of taxis and swimming pools?
But wait, there was something: right, even that does not work, like that Süddeutsche Newspaper has proven. She tried to buy praise from bloggers via Trigami - or somehow it was all just a misunderstanding that they didn't try. Jan Tißler described this case very nicely and also aptly commented: "A current example shows how unconvinced even national German daily newspapers are of their own products ..."
But I did not mean that. Social media is actually nothing more than the good, old oral propaganda. And it can neither be bought nor influenced, but is created by high-quality products and good service.
But somehow nobody in the newspapers seems to understand it ... why is that? Then I say: Throw the money out of the window!
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
I have had to ride the DB a lot in the past 2 years. I have had very bad experiences. Only delays or traffic jams. It was the worst in 2010. All other companies would already be bankrupt. But such a state-owned company can probably afford everything. The DB is unique because it combines the disadvantages of a public employer and the disadvantages of the private sector !! Never again Deutsche Bahn! The only advantage of the inventory was the delicious food in the on-board restaurants ...
Hello Mr. Keller,
Thank you for your experience report, which I find pretty blatant: We almost know that the railway does not want to reimburse, that it destroys evidence…. It's great that you complained and got it right. Unfortunately, that's the problem: Usually the amounts involved are so small that a lawsuit is not worthwhile, so that unfortunately many companies are completely unreasonable.
However, I was concerned with another point - from a company point of view: To scare off one's best customers (i.e. those who pay the most) in this way does not seem sensible to me, even from a business point of view, even damaging business. Especially since Deutsche Bahn actually wants to win business customers ...
But where I can't quite follow you: What do these consumer problems have to do with s21? In my opinion, there are different departments in a huge corporation ... so I wouldn't lump these two points together.
gruß
Simone Janson
what happened to Mr. Eck there is unfortunately the order of the day. It can get worse. I first had to sue the train because I had submitted an original taxi receipt for such a reimbursement request for 15 euros (arrived after midnight) Case here in part - the train had shredded my taxi receipt after scanning, neither wanted to reimburse it nor could it and despite multiple written requests to be sensible, he only allowed himself to be sued by the AG Frankfurt (and then paid after a lawsuit was on the table). The company is deeply customer-unfriendly in its company genset - that was the way it was under Mr Mehdorn and how flexible his student Mr Grube is, he shows with his views on Stuttgart 21 - everything is 100% consistent down to the area of illegal behavior - the systematic Strictly speaking, shredding the original customer receipts is damage to property - knowingly selling seat reservations where you know that the train is not running is, strictly speaking, fraud (I already had it) and, as happened on September 30.9th at S21, cutting down trees and withholding information from the court , is anything but clean. Not to mention the spy affair. Hence: Everything consistent. A state-owned company that apparently only marginally cares about laws. Actually not acceptable
Hello Bodo,
I agree with you, I find an hour also somewhat scarce, would not do so synonymous. However, there are people who are so busy that they have to plan so tightly. Especially since some train connections also exist not only hourly but only a few times a day.
However, it was about the fact that the BahnCard-100 customers were compensated with so little money, because I find this simply unbelievable. Even worse, by the way, the people with route abbos turn: the get only 5 euro.
The contribution was to be honest also already longer planned. Klaus Eck then served only as a current hanger :-)
Simone Janson
Well,
I find the story has two sides.
On the one hand yes, quite clearly: 15 Euro compensation is for a BC100 Kd. ridiculous. The track shows little finger tip feeling. It is quite understandable that Mr Eck is annoyed.
On the other hand, Mr. Eck is also responsible himself. If he has to keep an appointment that is important to him, 1h may be a little short -> the man is not taking the train for the first time, is he?
A little more buffer might just have been better. Now, of course, he is annoyed. But the train is not responsible for the planned action after a trip. It must not matter to her whether someone at the destination cakes eats, has a job interview or wants to give a lecture! Therefore, Mr. Eck is a bit unfair when he writes that 15 euros are not enough for a failed date. No, 15 Euro is not enough for BC100 owners. That's all.
The premium customer as the milking cow of the Bahn company is kidding ...
RT @SimoneJanson Post about @klauseck & # Bahncard100: nice example of how to fool the best customers #bahn #fail
RT @SimoneJanson: Article about @klauseck & the # Bahncard100 - a nice example of how a company messes with its best customers:
Article about @klauseck & the # Bahncard100 - a nice example of how a company messes with its best customers:
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