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On Thursday, Verizon sent an email to some customers letting them know that their plan is about to get more expensive. Obviously, sometimes companies need to raise prices, and it's never an easy thing to do. In this case, it's an incredible lesson in how not to treat your customers.
If you wonder why some customers are getting a price hike, the answer is really pretty simple: Verizon wants them to switch plans. You see, the last time Verizon changed its pricing plans, it took away what is one of the best benefits of all: a free subscription to the bundle that includes Disney+, Hulu, and ESPN Plus. When I say it's the best benefit of all, I mean that it's really a very good deal, considering that bundle now costs $14.99.
I'm sure Verizon doesn't pay that much, but it's certainly not paying nothing--which means that for every customer signed up for one of the plans that includes that bundle, Verizon is sending money to Disney every month. You can see why they might want to get you to switch.
According to Verizon's website, the plans affected include: Play More Unlimited, Do More Unlimited, Get More Unlimited, Play More Unlimited 5G Ultra Wideband, Do More Unlimited 5G Ultra Wideband, Get More Unlimited 5G Ultra Wideband, 5G Start, 5G Play More, 5G Do More, and 5G Get More. Setting aside the fact that the names are confusing and terrible, the thing you need to know is that these are all legacy plans that Verizon wants to get people to stop paying for, so it's making them worse.
Of course, Verizon doesn't say it quite like that. Here's how the email explains the change:
"There's no action needed. We want to assure you of our commitment to bringing you our award-winning network. To continue improving our industry-leading mobile network and services, we're adjusting our plan prices. No sooner than 3.1.24, you'll see an increased rate of $4/mo per phone line. Bringing you the best value in wireless is our top priority. Your existing plan benefits will not be changing."
That's a pretty interesting way to say, "We're going to start charging you more for the exact same service." I don't know who thought that would make anyone feel better, but generally, consumers do not prefer to pay more money for the exact same thing. Verizon is trying to make it seem like the service is still a great value, but what does "continue improving our industry leading mobile network" even mean?
I guess, technically, Verizon is adding "more value," by giving customers "an extra 5GB of Mobile Hotspot." I can't imagine anyone for whom that will be worth $4 a month, so it's hard to say whether it actually adds any value.
This, by the way, is the same Verizon that just settled a class action lawsuit for hiding the true cost of its service in various fees. While it didn't admit that it did anything wrong, and--more important--reserved the right to not only continue to impose the fee but also to raise it in the future, it did agree to pay $100 million. Apparently, it's planning to make this money back by charging its customers--the same one it is sending money to for ripping them off--$4 more per line of service.
When you think about it, the whole thing is quite the way to let your customers know you really don't care about what's best for them, but rather, you only care about what is best for Verizon. I understand why companies raise prices. I also understand why they change their pricing plans and want customers to switch over. Those reasons are almost never for the benefit of the customers, by the way, which is why the whole thing is a lesson in what companies shouldn't do.
Verizon is making it more expensive to keep the same service you had before just because it wants you to switch to a plan that has fewer of the benefits customers actually care about. The whole thing almost feels spiteful, despite the pseudo-friendly tone of the email.
Honestly, that just makes it worse. If you want to let your customers know you'd like them to switch, just give them a good reason. Offer them a deal or give them an incentive. Don't punish them just because they continue to pay you for the plan you offered them.
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Verizon Just Sent Some Customers a Confusing Email About Raising Prices. It's a Lesson In How Not to Treat People
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26.01.2024
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On Thursday, Verizon sent an email to some customers letting them know that their plan is about to get more expensive. Obviously, sometimes companies need to raise prices, and it's never an easy thing to do. In this case, it's an incredible lesson in how not to treat your customers.
If you wonder why some customers are getting a price hike, the answer is really pretty simple: Verizon wants them to switch plans. You see, the last time Verizon changed its pricing plans, it........
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