We all talk about the power of email marketing, but it really comes home to roost where you’re on the end of a bad experience.
Let me set the scene. With summer on the way I decided to buy some plants for my garden. I chose a company I’d never bought from before but had the recommendation badge from a leading horticultural organisation. At first I had good service, they delivered quickly, but the problems arose with my second order. My second order was left on my doorstep and whilst the box clearly said ‘do not tip’, the delivery company had left it on its side resulting in six of my nine plants being damaged.
I went to the website of the company I bought them from and the only way I could get in contact was through completing their website form (not a good start). There wasn’t an email address for them anywhere. So I sent off my complaint and waited and waited. In fact I waited one week and heard nothing even though their website said they would get back to me within two working days.
I did some more digging around and found an email address hidden on the receipt I’d had for the order, so I sent off another complaint and waited and waited. In the intervening time I received an email from one of their other businesses offering me incontinence products. Signing up for emails from the gardening business and get emails from the incontinence business. I was not impressed.
Four days later I sent my complaint email again. This time I had a response and was pleased with how they coped with it. They were mortified and offered to refund the plants that were damaged, so I responded reminding them that six had been damaged. Sadly I’ve heard nothing since and whilst I’ve emailed I’m a little lost and disappointed that having chased and chased and chased communication has fallen off a cliff.
Email marketing is a powerful communication tool. It can build positive customer experiences and long standing relationships. However, it can also destroy them very quickly. Use it wisely.
Jonathan Burston, Director
Customer Solutions Group, CACI
Jonathan Burston is Sales Director, Customer Solutions Group at CACI. View the full bio here.
Our bloggers
Follow us
Photostream
|
|
|
|
|
|
|
|
|
Pingback: Tweets that mention Destroying customer experience and value with email marketing | DMA EMC Blog -- Topsy.com
Pingback: Destroying customer experience and value with email marketing … « Email Marketing Key