Mittwoch, 24. September 2014

Customer Annoyance Tool: DO NOT REPLY

I have found a new category of tools in the marketing & sales area. I call them Customer Annoyance Tools. These tools do exactly the opposite of what the customer expects as a good customer service. The tool we focus on today is OWC - One Way Communication. . In the field of so called "Customer Care" this is the king. His name is No-Reply.

It all starts with a friendly grafical button pretending that you mightget help you with your demands. Let's say you just have booked a long distance flight and forgot to book your special food. With a little piece of interaction this problem could be fixed. You fill out the form, where they want you to describe your problem, and they ask for your email address. Minutes later you got new mail, and you look forward to friendly an responsive service. But what do you have to read?
"Please do not reply to this e-mail. It is a post-only message.",
which in fact means "Dont call us, we call you.". Thank you! This is the typical one way communication style I guess everybody hates. It is like someones enters a room in the offline world, says whatever he or she thinks is worth telling, and leaving room without any interest of what the recipients think or like. How can anyone think this is a good style?

Why spend billions in marketing and conversion, when the most simple rules of communication are ignored? Anyone having any idea why? Shouldn't we take any chance where a customer talks directly to us? This could be the moment where we can convert customers to fans, and then get a "NO REPLY". A similar effect is using no-reply addresses for personalized newsletters. They know your name, your gender, you last sales, and they want to talk to you about some new offers. So far, OK. But you will find out very soon that they dont want to talk (which might include some interaction of yours), they want you to listen and buy, no to reply. Sounds stupid, but thats the way it is mostly. Dont ask me why, I wont reply;-).

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