BASECAMP REWARDS - CUSTOMER INTERVIEW
Date: November 14, 2024
Interviewer: Sarah (Basecamp Marketing)
Customer: Lisa M., 34, Marketing Manager
Visit Frequency: Daily
Member Since: Program launch (August 2024)

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SARAH: Thanks so much for taking the time to chat with us today, Lisa. We really appreciate hearing from our regular customers.

LISA: Of course! I'm here every day anyway so might as well be useful.

SARAH: So tell me, how has your experience been with Basecamp Rewards overall?

LISA: Overall pretty positive. I mean, I was already coming here every day before the program launched, so now I'm basically getting rewarded for something I was doing anyway. That feels good.

SARAH: What specifically do you like about it?

LISA: The simplicity mostly. I scan my phone, I get points, eventually I get free stuff. It's not complicated. I appreciate that because some loyalty programs have all these rules and tiers and special days and it's like... I just want coffee, you know?

SARAH: Makes sense. How about the app experience?

LISA: [sighs] Okay, so that's where it gets complicated. When it works, it's fine. Easy to use. Clean interface. But it doesn't always work. I'd say maybe two or three times a week it does something weird - crashes, shows the wrong balance, logs me out for no reason.

SARAH: That must be frustrating.

LISA: It is! Especially when there's a line behind me and I'm trying to get it to load. I've started just pulling up my QR code before I even get in line, just in case. And I always double-check with the barista that my points went through.

SARAH: Have you had any issues with points not tracking correctly?

LISA: Once, yeah. I bought a drink and food, should have gotten like 11 points, and only 5 showed up. But I kept my receipt and the barista fixed it the next day. No big deal but I shouldn't have to babysit it, you know?

SARAH: Definitely. How about the redemption options?

LISA: They're okay. I've redeemed for free lattes mostly. That's pretty much all I want anyway. I know some people want more variety but for me it's fine. Although - actually, can I make a suggestion?

SARAH: Please!

LISA: Seasonal drinks. Let me redeem for those! The autumn maple latte is my weakness and I'd love to use points for it. Right now I can only redeem for the standard menu items.

SARAH: That's great feedback. How about your interactions with staff regarding the program?

LISA: Honestly, mostly great. The morning crew here at Division knows me and they're all really helpful. Priya especially - she's like a rewards program encyclopedia. But I went to the Sellwood location once and the person there seemed confused when I asked a question about point expiration. Wasn't a big deal but made me realize the training might be inconsistent.

SARAH: Speaking of point expiration - what do you think about that policy?

LISA: So I actually think it's fine. 60 days is reasonable for someone who comes regularly. And I understand why you do it - you don't want people hoarding points for years. But I think you need to communicate it better. I only know about it because I asked. Put it in the app! Send email reminders! Don't let people be surprised.

SARAH: Last question - what would make the program even better?

LISA: Fix the app - that's number one. Number two, more redemption variety. Number three, maybe some kind of status for regulars? I've earned probably 600 points since launch. Would be nice to be recognized somehow. Not asking for a parade, but maybe a "gold member" badge or something.

SARAH: This has been incredibly helpful. Thank you, Lisa!

LISA: Anytime. Now if you'll excuse me, I need my cortado.

[END OF INTERVIEW]
