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In the current economic situation it is the companies that keep it simple (stupid) and streamline their processes who will be the winners.

Photo by anabadili

When it comes to pricing this couldn’t be more true, and is often an area that is overlooked. At Tactile CRM we’re currently simplifying our pricing structure, to make it easier for current and prospective users to understand our pricing bands. We think this is important from a ‘user acquisition’ point of view (please excuse the buzzwords) as it will help us to sign up more paying users.

However, not everybody has the same reasoning. I recently tried to join the local gym when I moved to Oxford, and nowhere on their website do they display pricing (correct me if I am wrong, but I haven’t found it yet). As a result, Esporta made me give up some of my weekend to visit the gym where I was still not able to find out the costs – two people on reception didn’t know them, and after a 15 minute waiting to see ‘someone’ I still hadn’t got any further and left.

I was quite happy to make an appointment to see somebody but nobody seemed that clued up – maybe a simple CRM system like Tactile CRM would have been a help.

Obviously I don’t know their pricing, but I’d imagine they are currently down about £1,200-£1,500 a year as my partner and I are now looking elsewhere. Hopefully my situation will have been a one off, but I have written to the manager out of courtesy to let them know what happened and given them a chance to redeem themselves.

I’m very much a believer that ex-customers are as important as those you currently have, as you can learn from them how to make your product/service better. That’s a blog post for another time though!

British Rail (or whatever they are called these days – National Rail, it turns out) are a great example of how this should work, the recently updated their ticket pricing from lord knows how many down to 3:

Rail Pricing

Thanks to Kai and Craig for the photos.

One Comment

  1. [...] a web application in itself is a massive task, however we are sticking to what we know and the K.I.S.S. [...]

    Paul Bain » Operation Canine - It Has Begun / 01 Dec 2008 / 3:46 pm