Dec 242007

Treating Customers Right: Removing Nuisance Fees at

Making a reservation at the other day, I learned they no longer levy cancel fees.

If the hotel itself has a last-day change or cancel fee, that still applies, of course.

But used to levy their own additional fees -- with a much earlier penalty period than the hotel itself -- which was highly annoying.

hotels dot com logo

No longer.

They call it their "Flexible Booking - No Change and Cancel Fees" benefit.

I call it smart business.

Fred Reicheld in his book The Ultimate Question (highly recommended) describes the difference between good profits and bad profits.

Both good and bad profits increase your bottom line this quarter.

Bad profits, however, come from policies which tick off your customers, making them less likely to return, thus decreasing the net present value of your company.

Think late fees at video rental places, the crazy return-tank-full-vs-empty rules at rental car places, airline nuisance fees for standby changes, crazy long distance pricing "gotcha" plans, etc.

I personally learned to shun bad profits in my former job at Crutchfield. Bill Crutchfield has built one of the most customer-fair and customer-friendly companies anywhere. After 5 years in a customer-friendly environment, it gets hard to accept the bad-to-customer policies which are all-too-often the norm elsewhere. (Shameless plug: check out Crutchfield next time you're seeking car or home electronics and need trusted advice making sense of it all.)

From the marketing perspective, could stress this great policy more visibly on their site. I couldn't even find it mentioned on their homepage.

Think Zappos, with their notable "Free Shipping Both Ways" policy highlighted in a good-sized 164x47 pixel tile.

Perhaps is downplaying this policy because they're not yet sure they'll stick with it? I sure hope not.

Either way, kudos to for the insight to eschew bad profits and drop their nuisance fees.


3 Responses to "Treating Customers Right: Removing Nuisance Fees at"
Chris says:
One of the worst offenders here is the Make a booking and they automatically add on insurance whether you ask for it or not - you've got to remember to uncheck the box or they hit you for an extra pound. Not the best way to gain the trust of your customers.
Jonathan says:
It isn't only the opt-out insurance that makes TheTrainLine bad. They now charge 50p extra even if you collect tickets in person, £1 for standard delivery, and £2.50 for credit card payments. Other train ticket sites run by the train operators don't have these charges (and you have to opt IN to the insurance), so don't ever use TheTrainLine! Full details here:
A lot of online booking services to this. I lost all my money on a trip to Prague last year which I had to cancel. You can sometimes get around this by booking over the phone rather than online apparently.

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