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I think many companies pick short-term battles that result in losing the war. Oftentimes, I think it’s a “we want to force the customer to do it our way” thing.

For the past year, I’ve paid a monthly fee to a local heating and cooling company so that I get priority service, don’t have to pay overtime charges, etc.

Over the Fourth of July weekend, my air conditioner died. I called my heating and cooling company, and its phone system was messed up. I couldn’t access its 24-hour and holiday emergency technician, so I was forced to call one of its competitors. And of course, had to pay the time and a half holiday rate.

On the Monday following the holiday, I called my preferred company and, based on what I paid its competitor, asked for a refund of the monthly fee I’d already paid for the year. Obviously, I didn’t enjoy the benefits of that special customer status.

Here’s where it went wrong.

1. No one was authorized to do what it took to make me happy. The people I talked to had to check with the owner.

2. No one called me back. I had to follow up to learn of the owner’s decision 10 days later.

3. The company wouldn’t refund my fee, but instead would waive the fee going forward. That felt a little like handcuffs, forcing me to remain their customer if I wanted any relief.

Short-term, the company didn’t have to refund my $90.

Long-term, it lost the war. Last weekend, the air conditioner had the same trouble, and to resolve the issue once and for all is going to cost me about $1,000. Guess who gets to keep my $90 and who gets my $1,000?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan