Today I threw away my fifth Talbot’s catalog in a row without opening it. I am mad at Talbot’s. They have betrayed my trust and made me feel cheated. So I do not shop there anymore.

My checkbook shows $6548.35 was spent at Talbots between January and October 2008. But that is the end.  

So even though it has been more than a month since the events that led up to our relationship’s demise, as a sales and service professional and business owner I can’t stop thinking… Why doesn’t Talbots care about losing my business?

So far, I have come to two conclusions. Two reasons I can think of that Talbot’s does not care that Ronna Caras will not buy from them anymore:

1. When they changed their return policies and left me stuck with $200 of outlet merchandise they refused to take back (because it was 35 days old and not 30 days), they created no mechanism for their employees to report or escalate the incidents of really pissed off customers. Cashier and Manager both told me the new software did not allow for exceptions and there was nothing they could do. They pointed to the pale gray writing on the back of my sales slip explaining the change of return policy and agreed a store sign, a warning from a cashier, or a letter would have prevented my surprise. But neither of them had the training or tools to take my name and number and alert someone that something had hit the fan.
   
2. When I called Customer Service, searched the internet, and inquired in two stores, I was unable to learn the name of the Director or Vice President of Customer Relations. This person is well hidden. Maybe the job does not exist. Either way, Talbot’s has failed to create a channel to communicate with customers during a time of extraordinary change in their long-held policies.

So, kind readers, I think Talbot’s doesn’t care about losing my business, because Talbot’s doesn’t realize… yet. But they will. Because I cannot possibly be the only customer who was treated badly as a result of their covert policy change, and refuses to stand for it.

I am willing to bet there are thousands of customers like me, maybe tens of thousands of us, whose $650 a month clothing budget is about to be spent at Lord & Taylor or another store who still understands how to treat busy women who have more money than time.

It’s too late to warn Talbot’s that they need to communicate with loyal customers to avoid losing us. And it’s too late for them to train employees to handle situations effectively.

But it’s not too late for other companies to take a lesson. Policies change for good business reasons and consumers understand that. We want our favorite stores to stay in business and that means the stores need to be profitable.

So, take the time to be thorough when making changes that impact the way customers do business with you. Write, email, post big signs. Empower staff to make exceptions for a little while so your customers know you have not become our enemy.