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CRM 101 Missteps

With all our advancements in technology, companies focusing on the bright and shiny objects and mantras that say, “Email is dead. Facebook > Company Websites,” marketers lack of smart, targeted advertising is upsetting.

While companies are in a Gold Rush state to innovate, we often forget the simple things. We forget the data that is right at our fingertips. We forget the 101’s of CRM.

I’ve gotten the same emails from several companies for months, but I’m finally annoyed enough to blog about it :)

I’m a big fan of Godiva chocolate. I’m an even bigger fan of their loyalty program. It provides real value – a free piece of chocolate every month! But, I’ve never been a fan of their advertising. To me, their “deals” aren’t deals. But, I digress. Back to their loyalty program. They have tons of great data about me. They know what types of chocolate I buy each month and they know whether or not I’ve redeemed my free piece for the month.

I redeemed my free piece of chocolate for the month of June. Yet, weeks later I got the below email. Why?

The same goes for Southwest. It’s one of the airlines I frequent most, despite their new, horrific loyalty program. Because I flew it so much, I also signed up for their credit card. I have their credit card. I use their credit card. My credit card information is saved in their system for easier bookings. So why on earth do I get at least one email AND direct mail piece a month asking me to sign up? For me, the direct mail piece is the icing on the cake. Did you really just spend print and postage costs to make me feel like you don’t know me at all?

Marketers, before putting all your eggs into Google+ or whatever bright, shiny object has your attention, look at the channels that are your current moneymakers and do a better job of utilizing them.

Posted by Vegasbab on July 18th, 2011 Posted in Advertising, Interactive Media, Marketing, Rant

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