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(Tactics) Why data integration is important
Just got a personalized broadcast email from a furniture store as a member of their loyalty club. A couple of problems with it...
First, it was nearly all images - broken images because of my email client settings. I had to click 12 times below the scroll button in my preview pane to see any meaningful text.
Second, it was offering us 25% off a new kitchen. Which is OK. Except we just bought one from them six months ago.
So now we're left wondering why they would think we'd need a new kitchen six months after buying one from them (we have kids, but they're not that destructive).
And we're a little irritated that the same product now costs considerably less.
All of which brand damage could have been saved through a bit of customer database integration (note - they don't just have an email for the subscription, but a postal address and name, too).
Just got a personalized broadcast email from a furniture store as a member of their loyalty club. A couple of problems with it...
First, it was nearly all images - broken images because of my email client settings. I had to click 12 times below the scroll button in my preview pane to see any meaningful text.
Second, it was offering us 25% off a new kitchen. Which is OK. Except we just bought one from them six months ago.
So now we're left wondering why they would think we'd need a new kitchen six months after buying one from them (we have kids, but they're not that destructive).
And we're a little irritated that the same product now costs considerably less.
All of which brand damage could have been saved through a bit of customer database integration (note - they don't just have an email for the subscription, but a postal address and name, too).
Permalink | October 26, 2005 |
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