In the Trenches: Pricing Feedback Rolls in
Last week, I wrote about the first public step in our plan to change our pricing structure via newsletter and more direct customer outreach. The plan has paid dividends as we’ve received excellent feedback so far, the two main points of which have been:
- Nobody likes a price increase
- The new pricing structure is too complicated
I’m sure everyone knows point #1, but the good news is that while nobody like a price increase, most of our customers seem to understand. Before we sent the newsletter out (here’s a copy), I sent personal emails to our top clients asking for their feedback directly. They all responded and gave volumes of information. I couldn’t have been more pleased. Some of the suggestions will absolutely result in real action.
For example, we have one pricing level for travel within the U.S. and Canada and another for global travel. One client suggested that we really needed to make that lower pricing level more global in nature. He’s right. So now we’re going to have that lower pricing level available for travel within the U.S. and Canada, within the European Union, and within any single country worldwide.
But the biggest concern that echoed throughout all the comments was that the new structure was complex and hard to understand. That’s obviously of great concern, so we need to figure out how to present it best. In the newsletter, it was all text, but I’m confident that we can come up with a better way to display it using a combination of website design and images to make it clear. The reality is that the new pricing system is not actually that complex, but clearly we aren’t doing a good job of explaining it so far.
Now that the feedback is in, it’s time to head into the salt mines to figure out exactly how we’re going to implement the new structure. I’m hopeful that we can put together an intuitive design so that it won’t drive our customers away. This is the tough part, but having all this feedback in advance makes it much easier.
Brett Snyder is President and Chief Airline Dork of Cranky Concierge air travel assistance. Snyder previously worked for several airlines, including America West and United, before leaving to create a travel search site for PriceGrabber.com. Snyder did his undergrad at George Washington and earned his MBA from Stanford.