I called a 1-800 number the other day to activate my new Discover card, and instantly wondered why they needed to transfer me to a live operator. In the past, I’ve just punched in a few numbers on my phone, and in a few seconds had a new, activated card.

After a short wait, I was greeted by a friendly female voice from a call center in Arizona. She commented on my new card design (lazy sunset….a “beautiful choice”) and asked if my wife needed a new card. So far, so good.

Very quickly, it went downhill:

Her: “Would you like to add account protection for only $2 a month?”
Me: “No, thanks.”
Her: “Are you sure? It’s only pennies a day.”
Me: “Yes, I’m sure (I can do the math).”
(repeat 3 times)

Her: “Ah, okay then. I’ll go ahead and sign you up for card protection.”
Me: “No. I don’t want that either.”
Her: “Well, many people use it. It’s a good deal, so I’ll go ahead and get you enrolled.”
Me: “No, no. I really don’t want that….”
(repeat 4 times)

Without exaggerating, I had to say “no” about eight times. Argggg!

I understand that I am a customer and Discover is trying to serve me as best they can by offering me new services.

But there is a fine line between serving a customer and annoying him.

By using their card, I’ve given them permission to offer me upgrades. But I haven’t given them permission to bother me after I’ve clearly declined. Service is about providing relevant information at the appropriate time. Relevant. Appropriate. An example of an inappropriate time would be, say, after I just declined your offer four times.

Everyone has customers. Yours might be students, teachers, or another business. Where are you on the service spectrum? Not providing enough help and information? Or being annoyingly persistent?

It’s a fine-line, but a line worth paying attention to.