It’s Friday (like you need a reminder when its Friday). In this week’s episode of Seinfeld on marketing, George is at a wake of his girlfriend’s deceased Aunt. He is eating at the snack table when his girlfriend’s brother, Timmy, approaches him:
TIMMY: What are you doing?
TIMMY: Did…did you just double-dip that chip?
GEORGE: Excuse me?
TIMMY: You double-dipped the chip!
GEORGE: “Double-dipped”? What are you talking about?
TIMMY: You dipped the chip. You took a bite. And you dipped again.
TIMMY: That’s like putting your whole mouth right in the dip! From now on, when you take a chip – just take one dip and end it!
One of the quickest ways to dissolve any trust or loyalty between a customer and a company is to double dip. The business equivalent of the double dip would be any activity that takes advantage of your relationship with your customers. Here are three quick examples:
- Unnecessary explanations. If you call customer service to explain a problem (first dip) then you are handed off to someone else (or multiple people) and you have to explain everything all over again (double dip).
- Excessive or hidden fees. Of course a business needs to make money. So the clearly stated, agreed upon fees are the first dip. Any hidden fees would be a double dip.
- Long customer surveys. I would consider the first 5 minutes in a customer telephone or online survey to be the first dip. Anything more than this would be the double dip.
Double dipping a chip is considered bad manners and is just plain gross. Double dipping your customers is like tarnishing your trust and liquidating their loyalty.
Can you think of any other double dips?
Have a great weekend!
This post is part of a weekly series, Seinfeld on Marketing.