Honesty and transparency sound old fashioned, but I’m serious.
Don’t talk about ‘enhancements’ that are really devaluations. Your customers resent being lied to.
“Cuts” and “devaluations” shouldn’t become “enhancements.” You’re not really “improving the customer experience.”
Changes that help your marketing program become a profit center rather than a cost center aren’t being made “to better meet the needs of our customers in a changing marketplace.”
You aren’t doing it as a result of “listening to our customers” and your changes aren’t designed to make it possible to “provide greater flexibility.”
Offer a clear value proposition and stick to it. If you’re going to devalue be clear about what you are doing and give plenty of notice.
There needs to be a clear connection between an offer, customer behavior, and a reward. When you offer benefits, customers give their business in order to earn those benefits. Declare by the end of February, say, what the next year’s program will look like. And stick to it.
Tell the truth. Declare it openly, warts and all. And then deliver on your declarations. And your customers will love you for it.