The Points Society

“Cold dark lonesome, dead of night
Things gone so wrong, can’t get right
In the darkness, hear the sound
Of a world that’s upside down…”

–     Lyric from “The Price” by The Steeldrivers

We live in a “points society” wherein false expectations are built by companies to deliver substandard customer experiences for poor value.

That.  Is.  Awesome.  Right?

The world really is upside down.  And somewhere along the way the exchange of value went so wrong that it’s easy to wonder if we’ll ever get it right again.

I’ve flown something like 2.4 million miles in my career.  Actual flight miles.  On something like a dozen airlines.  All of those plane tickets were paid for by a card that “rewards” points.  And all those nights away from home were spent in hotels that “reward loyalty” by offering points.  We buy groceries and get “points.”  All these points.  So little value.  Not only is it a points society, but the balance of value is way out of whack.

Quid pro quo (Latin for “something for something” or “this for that”) is a term used when “an item or a service has been traded in return for something of value, usually when the propriety or equity of the transaction is in question.”  (Wikipedia)

So, how do we break the cycle?

Focus on the value, not on the points.  Whether we’re the provider or the consumer.  Offer a great service at a compelling value.  Invest what we’d spend in “points” in delighting the people who give us money for what we do or make.  Think of it.  Midwest Express Airlines* had it right about 15 – 20 years ago — two across seating, direct flights, “first class” amenities and exceptional (think Southwest Airlines on steroids and without the silliness) service.  I don’t even remember if they offered points or not.  I just flew them whenever they went to where I was going.  And for a road warrior, points are precious.

Except that they’re not.  In a points-driven society, someone is always expecting something more than they’re going to get from someone who is expecting them to accept less than they should.

That’s no way to run a business.

Deliver the value up front.  Consistently.  Relentlessly.  Passionately.

That’s the point.  Not the points.

*Disclaimer.  Yes, I know that Midwest Express was purchased after nearly failing in the financial and jet-fuel mess of the early 2000’s.  Yes, I realize that points rule the day and that “big” appears to be the path to victory.  I ain’t buying that.  B – I – G does not spell “best,” and in a vanilla world where everyone is shouting about “points” — there is a way to the winners circle that focuses not on a quid pro quo, but on making a difference for the people that pay us to make a difference for them…