By Ingrid Sapona
Language evolves and the meanings of words change. Take the
word cool, for example. Early on it related to temperature. At some point it
came to mean calm, self-controlled, and even lacking in friendliness. And of
course, since the mid-20th century it’s become a synonym for very
good, fashionable, and hip.
As someone who makes a living as a wordsmith, I try to stay
on top of evolving definitions. With that in mind, I looked up the word loyal, because
I’m sure its meaning has changed. I was surprised to see that Merriam-Webster.com
still defines it as: “having or showing complete and constant support for
someone or something”.
Recent interactions I’ve had with a few companies I’ve done
business with for many years have convinced me that the definition of loyal has
come to mean something akin to sucker. The first hint came in a call I made to
the circulation department of the newspaper I subscribe to. One of my biggest
pleasures is starting the day with a hot cup of coffee and the morning paper
and I’ve had seven-day home delivery for ages.
A few years ago I was reviewing my monthly expenses with a
view toward trimming them. I was surprised to realize that I was paying nearly
$500/year for the newspaper. Because I couldn’t see myself giving up the paper
completely, I phoned to find out how much I’d save if I just got Monday-Friday
delivery. The customer service person looked up my account and offered me a
good deal for six months. She also said that at the end of that period I should
phone again and ask about the best rate. Happy to keep the same service at
reduced rates, I agreed and dutifully made note to call again in six months.
Since then, whenever I notice on my credit card statement
that the cost for the paper seems to have gone up, I phone and ask for the best
rate and they always have some deal for me. In May, however, when I phoned they
said they aren’t offering any deals for current subscribers. When I mentioned
that they always have, I was told now they only give deals after three months
of service at the regular rate and since I had just come off a deal, I was not
eligible for any other deals for three months, at which time I could call back
and grovel. (Ok, grovel is my word, she said I could ask…)
I’ve subscribed for a long time and have played their game
of calling for the best rate – instead of just being given it automatically (out
of, say, respect and loyalty?) – for quite some time. Irritated, I cancelled the
subscription. The customer service rep said she understood and she explained
that because they charged in advance, I’d continue getting the paper until July
1. So that was that. I guess the newspaper business is doing well enough that
they don’t need me…
Then, two weeks later I got a call from an independent subscription
service that works for the newspaper. Apparently they were notified that I
cancelled my subscription and they offered me a good price if I were to
continue subscribing. I asked why the customer service rep at the paper couldn’t
offer me a deal and I was told that’s just the way it works. I took the deal
and she said that when it’s about to expire (in six months), she’d phone again
with whatever deal is available at that point. Though irritated, I took the
Then last week I was shocked when I saw on my
phone/cable/internet bill that the cost of my phone service had gone up by 22.5%
in one month (that’s before taxes). Over the past few months I’ve gotten
notification that different services would be going up by a dollar or two, but
to have this kind of jump in the phone charges seemed excessive, so I called to
The customer service rep explained that a promotion I had
expired. Having dealt with the company for a long time, I knew enough to ask
about getting the promotion reinstated. As expected, the customer service
person didn’t have authority and so I had to specifically ask to be connected
with their “loyalty department”.
I first learned about this special department a few years
ago when I called about a mysterious $1 charge. After complaining about it I was
put through to someone at the loyalty department. After explaining my
frustration, the loyalty fellow offered to review my bill and usage to see what
he could do. By the end of the call he had reduced my overall costs by over 30%,
and increased the amount of band width on my internet service at no cost.
Astonishing, I know! At the same time, it irked me that I had to challenge a
charge in order for them to show they value my loyalty.
As a result of my most recent call about the 22.5% increase,
the loyalty department offered a small adjustment, which was better than nothing.
But after hanging up, I was angry – mostly with myself for feeling like a
sucker for being loyal rather than shopping around for a better deal from some
So, these incidents make it obvious that the definition of loyalty
is changing. And, as a result, I suppose our behaviour as consumers has to
change too. I guess special treatment is now awarded only to customers who demand
it and who are willing to walk away from companies they’ve done business with
for years. I guess words aren’t the only things that evolve – consumer attitudes
have to too.
So, I wonder if my new phone provider will be any different.
Probably not, but I’ll enjoy the honeymoon while it lasts!
© 2014 Ingrid Sapona