Kundenbedürfnisse und Pauschaltarife

René René am 11. März 2011 in Allgemein

Grade habe ich einen Artikel über Jeff Bezos gelesen, seines Zeichens Gründer von amazon. Im Wesentlichen ging es dabei um Bauchentscheidungen, die Jeff gegen die Stimmen aus seiner Umgebung verteidigte und umsetzte. So zum Beispiel das Zulassen von Negativ-Reviews, anderer Händler und einen Warnhinweis, wenn ein Kunde eine DVD ein zweites bestellen möchte, dass er diese eventuell grade doppelt kauft.

Bei all diesen Beispielen wurde er entweder für verrückt erklärt oder ihm mangelnder Geschäftssinn vorgeworfen. Die Kunden auf ihre Doppelanschaffungen hinzuweisen mindere den Umsatz, und er könne doch keine negativen Kritiken zulassen, sein Job sei es doch die Waren an den Mann zu bringen.

Das klingt wie “Dein Job ist jetzt, die Ware an den Mann zu bringen”.

Gleich so, als ob man mit Eintritt ins Geschäftsleben nicht nur von einer Seite der Theke auf die andere wechselt, sondern auch seine Ansichten, Erwartungen und Bedürfnisse als “Gerade-eben-noch-Kunde-jetzt-Geschäftsmann” ablegen müsse und anfangen, die Leute über den Tisch zu ziehen. Aber dieses Rollenverständnis scheint tief zu sitzen, insbesondere bei uns in D. Auch jede kleine Extraleistung extra zu berechnen, um am Ende doch noch den eigenen Schnitt zu machen, anstatt von Anfang an vernünftige Pauschalpreise zu machen, scheint so eine Marotte zu sein.

Grade im Bereich Online-Dienstleistungen insbesondere bei Webapplikationen sollte doch klar sein: Alle Bezahl-Tarife sollten alle Features beinhalten. Natürlich sollte man im Plus-Tarif mehr Speicherplatz haben und mehr User registrieren können, aber dennoch sollten die günstigeren Alternativen nicht derart künstlich beschnitten sein, dass sich Leute geradezu genötigt fühlen, in einen höheren Tarif zu wechseln, um das Produkt endlich vernünftig nutzen zu können.

Ich kann es als Kunde ja auch nicht leiden, nach der Kaufentscheidung noch mit Versandkosten, Steuern, etc. konfrontiert zu werden, die auf der Startseite nicht angegeben waren. In diesem Sinne: Transparenz ist gut, aber nicht immer angebracht.

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