Make sure your service HELPS your customers

The last time I got an email from my library it was about an overdue book. The email arrived a couple days AFTER the book was overdue. It also explained how I owed a fine for not returning the book by its due date.

Every month, about 3 days BEFORE my payment is due, my credit card company sends me a reminder of my due date.

My credit card company is telling me they care about me. They want me to avoid late fees and other penalties. (Even though they make money from late fees.)

My library is saying they don’t care about me or their due dates. They are telling me overdue fees are most important to them.

My credit card company will get my loyalty. My library will get ignored.

What messages are you sending? How will your customers respond?