There are any number of experts that talk about the need to focus on the digital interaction with customers. This is the future.
I order on-line. I make payments on line. I conduct business via digital and sharing platforms.
I also do business in person – on the phone and actually in person.
And common across every interaction is the ability for a person, representing an organization, to have a positive or negative experience with me.
When a digital experience is created I sometimes wonder what the people creating the messages and process were actually thinking. Do they even read the messages they wrote? Do they actually walk themselves through the customer journey?
I received an email from a person selling their Facebook sales book. I won’t name them but here is what happened:
- Received the email, not sure why
- Went to remove myself from the email list – no link on the email
- I hunted the URL and pasted it into a browser
- And I opted out
- And the next day I received the same book offer
- So I sent an email back because the address looked real
- It wasn’t
- I got an auto responder reply with a new email address to contact
- So I did
- And was then advised I was being put back on the email subscription list so I could buy the Facebook selling guide
- And then received a message saying it may take time to respond to me because of higher than anticipated demand for this sales guide
- And they asked me to verify I was a real person ” The message you sent requires that you verify that you are a real live human being and not a spam source.”
- A spam source wouldn’t be as abrupt as my response.
- And then I got a notice that demand for the LinkedIn Selling program was a high demand product but not to worry because they put more staff on the case
- Remember, the original email was about a Facebook selling guide
- And finally received a notice that I was whitelisted
- But I want my email removed!
If you are going to put a digital process in place and automate your contact and response program then please be a human first and see how your process and messaging actually appears to a customer.
All this clown did was diminish any possible value in a future offer. It is like typos in emails to a customer – please read before pressing send.
This is not rocket science. Unfortunately, technology allows this lousy process to be distributed in a hurry to a potentially high number of customers. And you may tick them off.
Experts better take a look at what they say electronically because they may diminish their own brand. And it will be destroyed faster in a digital world.
--About the Author
Tim Kist is a Certified Management Consultant (CMC), whose certification was obtained through a combination of experience, examination and continuous professional development. With over 20 years of senior industry management, combined with nearly 8 years in management consulting with national firms, Tim brings together extensive experience, objectivity, and front line leadership. As a national athlete and current university football coach, Tim lives and understands the evaluation, preparation and game planning required for successful high level individual and team performance. He has successfully brought this coaching approach to his work teams throughout his leadership career. Read More
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A version of this post was first published here.
