Thursday, October 20, 2011

Thank-You Marketing Fumble

File this under: Great idea, so-so execution.

Below is the thank-you note I got in the mail from Uline after placing my first order with them.

Let me say that their service was 100% professional, FAST, friendly, and fair-priced. I will remain a client of them for a long time.

Having said that, the thank-you note falls short of reinforcing the friendly, professional image I had of them in one important way.

Now, look at the note. What did they do wrong?

Answer: This was sent by a machine.

"WE APPRECIATE YOU AS A CUSTOMER." (Really? Why not address me by name, then?)

There's no evidence that a human ever touched this, except for the Rolodex card, which has my customer number handwritten.

And that's an opportunity lost for Uline. Because, if a human wrote my customer number by hand, they could have taken another 5 seconds and signed their name or added a personal message.

Don't tell me that's not possible for a big company. Here's an example of a handwritten thank-you note from GoToMeeting.

Am I quibbling here?

Perhaps. Maybe I should be thrilled to get a thank-you note in the mail from any vendor, since it only happens about twice a year. (Do you smell an opportunity?)

But for Uline (or you!) to mail an impersonal thank-you note is like taking the football down to the goal line ... and fumbling. It's disappointing.

(Again, do you smell an opportunity?)

Bio: Kevin Donlin can help you grow your business and enjoy the breakthrough results your hard work deserves. If you're interested in boosting your revenues and profits, please click here

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