Mary Schmidt Marketing Troubleshooter

I just got another email from my friend DoNotReply @Verizonwireless.com. The subject line is “Important Information about your account” Hmmm. Well, if it’s so important, why are they sending me an email to which I can’t reply? What if I have a question? What if I want to spend more money with them?

Now, I know that this is an automated email system. And, yes, it costs money to add personalized service. But, this email is a critical “customer touch point.” With just a little work, Verizon could keep my business and possibly even sell me something else. All using that “important information” email. So, Verizon has automated its email communications - but is it truly communication if it starts out telling me not to reply? Nope. What it is telling me is that I’m one of a faceless herd of customers, with which the company doesn’t want to take the time to effectively communicate.

I can just imagine the conversation in Verizon’s planning meetings, “Look at how much we’re saving per communication! No personal interaction required which means less headcount, which goes right to our bottom line.” I’d submit that they’re actually losing opportunities and alienating existing customers (which goes right to the bottom line too, folks.) This in the cut-throat wireless market which has tremendous customer churn. (Hint: That churn might not happen if the companies worked a bit to improve their service and personalize their communications. Just a thought from the peanut gallery.)

Other big companies seem to be able to personalize their email service - Discover credit cards for one.

Oh - and my automatic response to automated “DoNotReply?” I don’t open it, much less read it.

Tags: marketing, marketing troubleshooting