loyallist program: good concept, poor execution

My marketing advice for the day:

If you are going to launch a new program or product,

make sure it works. 

Last year, with a lot of fanfare, Bloomingdales launches its Loyallist Program:

And it seems like every single month since its launch, I call to correct the inaccurate accumulation of points that appear on my statement. 

Last month I received a card for a special promotion.  Basically, it promised me 5,000 points (the equivalent of $25) for “your first purchase of any amount …”

I bought two lipsticks, and returned one the next day.  I initially received 5,000 points, but after the return, 2,500 points were deducted. 

I call and get Ernesto.  He claims to be a supervisor, but of what, I am not sure.  Here’s his explanation:

Ernesto:  Half your points were deducted because you returned half the purchase.

Me:  But that makes no sense, since the purchase could be of any amount.

Ernesto (apparently just making up stuff now):  No, there is a $50 minimum.

Me:  I am reading right off the promotional card I was sent and it says, “OF ANY AMOUNT.”

Ernesto:  But you returned half.  (Really, this is his response).  But let me check your Bloomingdales credit account.

Me:  I don’t understand why you’d need to.  You have all the information in front of you from my Loyallist account.

Ernesto: I need to review it to be thorough.

Me (thinking, not saying):  Well, maybe you should check my Con Ed bill too. That's as irrelevant as checking my Bloomingdales card.  Neither will give you any additional information.

Ernesto (ungraciously conceding):  For your time, I will adjust your account 2,500 points.

Me (saying, this time):  Let’s be clear, you are adding back the points NOT because of my time, but because the points were deducted erroneously.  Plus, I want an extra 5,000 points for my inconvenience and the 20 minutes I’ve spent on the phone with you.

Ernesto (happily):  That I cannot do.

I ask to speak to his manager and get Valerie.  She is everything Ernesto is not. Smart. Responsive. Understanding. And good with customers.  In the end, she gives me an extra 10,000 points ($50) for my time and inconvenience.  Ernesto could learn a lot from her.