This may be controversial, but this is why I'll never shop at Costco...

Hello, and Happy Tuesday!

I hope everyone had a spook-tacular Halloween! This year, I went dressed up as my book, Creating Superfans, because it’s scary good ?? I definitely scared a few people into pre-ordering it, which you should do, too!

I LOVE holidays —?and with two pre-schoolers at home, we take celebrating to the next level! Our house has been decked out all month long. And, now that it’s November, it’s almost time to put up our Christmas decorations! We’re HOA Champs four years running (NBD). But, more on Christmas in a few weeks!

Here a shot of our Halloween decorations.

See that 12-foot blow-up haunted house on my lawn?I got that from Sam’s club in July.

Speaking of Sam’s, today’s newsletter includes the story of when my husband and I first signed up for our membership.

I understand this opinion is controversial, but I’m sharing my truth, so here goes: I will never shop at Costco. Keep reading to find out why!

You’re BOO-tiful,

Brittany

There were no Costco stores near me when I was growing up, so I had never been inside of one until I moved to Tennessee. My husband and I figured that our new suburban lifestyle meant we should belong to at least one wholesale club (after all, we suddenly had a big, mostly empty house crying out for bulk packages of paper towels), so one Saturday morning we decided to visit both Costco and Sam’s Club and sign up at one or both businesses.

When we walked into Costco, I told the employee at the door that we would like to look around and then sign up for a membership.

He scoffed, “We don’t allow window shopping,” then directed me to the customer service desk. After a ten-minute wait, I repeated my request at the desk, telling the clerk that I had never been to a Costco and would like to look around. Once again, I was told that this was not allowed. I was a little annoyed, but said, “Okay, fine. I would like a membership, please.”

The employee asked me a series of questions (directed by prompts on her computer) that were designed to upsell me add-ons: Did I need new tires? Eyeglasses? How about a Disney cruise? I should really consider the Executive membership level.

Finally, after a litany of questions and choices (and her unhidden disdain at my decision to start with the entry-level membership and no extras), it was time to pay. I looked at my phone and saw that it had been twenty-seven minutes since we first walked inside the store.

I handed her my Amex for what I hoped was finally the last step. She frowned and said, “Oh, we only take Visa.”

That would’ve been nice to know at the beginning. I checked my debit card and, luckily, it was a Visa. As I handed it to her, she said, “You should really apply for a Costco Visa credit card.

I politely told her no, and she told me how much I would regret not having one when I inevitably decided to opt for that Disney cruise and Executive membership.

That was the final straw. I said, “I’m done. I don’t want to be a member here.” We left the store and drove straight to Sam’s to sign up. Six years later, we’ve easily spent five figures at Sam’s . . . and $0 at Costco. I will probably never have a Costco membership, because I felt both unwelcomed by the employees and inconvenienced by the process.

Bad first impressions are difficult for customers to forget—especially when they can quickly find a suitable alternative.

To a customer, every employee represents the brand. It’s whoever seats them at the table when they walk in for lunch. Whoever takes them for a demo ride at the dealership. Whoever handles their paperwork and payment before their appointment. Apathy kicks in when employees are focused on acquiring (executive-level) customers instead of creating superfans. If I’m treated as just another sale to you, then your brand will be just another brand to me.

In honor of National Author’s Day today, check out my list of my favorite CX books by some incredible authors! Don’t worry, I promise I won’t ask you to dress up as a book! :) See ya next week!

“Always remember that everyone with whom you have a relationship has an invisible sign on their forehead that says ‘Make Me Feel Important.’ Treat them accordingly”

– Eric Philip Cowell

Have a great week and I'll talk to you next Tuesday!