Two Cents

A recent experience got me thinking about “customer satisfaction”.  And how delighted we are when research reveals a high satisfaction rating.  Which often becomes a measure of customer loyalty and commitment.

My mobile phone provider (who shall remain nameless!) wrote advising that I will soon be charged $2.20 to receive a paper bill.  And they urged me to register for online billing.  Following their step-by-step instructions, I attempted to do so.  Nearing the end of my 3rd attempt, the final click returned the screen “Sorry, this page can no longer be displayed”.  Frustrated, I emailed saying I wasn’t going to try again, and requesting they register me.

A couple of days later I got an email saying this had been done.

A couple of days after that, I received a call from their Customer Service Centre conducting a survey about how satisfied I was at the handling of my complaint. Of course I was satisfied they responded.  Of course I was satisfied they dealt with my problem.  Of course I was satisfied the communication was personalised (their words, not mine).  And so on.  No doubt my survey returned about a 90% satisfaction rate.

But am I a 90% satisfied customer?  Absolutely not!  About 20% would be more accurate.  Would I recommend them?  Probably not.  Am I a loyal and committed customer?  I have to stay with them, because I just signed up for another 2 years.  But that doesn’t mean I’m loyal, nor committed.  In fact, I’m really peed-off!

It’s interesting they wanted to know how satisfied I was with their response to my complaint, rather than exploring the dissatisfaction that led to my complaint in the first place!

For me, this highlighted a couple of things.  (1) If we ask customers to do something that is mostly for the organisation’s benefit, don’t make it hard for them to do so.  And maybe even try to make it look as though it could be to their benefit!  (2)  Beware the “satisfaction” measure.  Like me, how many other customers are “satisfied”, but a long way from being loyal or committed … which is the only thing that’s truly worth knowing.

It was great to have the opportunity to discuss two things I’m passionate about recently at the Email Marketing Summit Australia (EMSA): email marketing and US politics.  I’m sure I was just one of many US expats glued to their computers that Wednesday watching the final presidential election results come in.  Given the way that the Barack Obama campaign has revolutionised the way campaigning is done in the US, I focused on this as my case study for ‘Writing Effective Emails’ presentation.  Of course there are some solid tips included as well, and my take on where email fits as a channel in the broader online communication space. I hope you enjoy it!

I was very pleased to present at the 2008 Email Marketing Summit on the Gold Coast last Friday. The topic of my presentation was ‘using email to enhance your brand’ – I have embedded the slides below.

In putting the presentation together, I tried to avoid being too technical (I presented at 3pm on a Friday, after all, and I didn’t want anyone falling asleep). Instead I talked generally about the role of email amongst other channels, gave some practical tips on enhancing your brand through delighting the recipient, and discussed the future role of email amongst emergent competing technologies.

The best way to view the presentation is probably to link through to Slideshare and view it in conjunction with the speaker’s notes, as I left most of the content OFF the slides to try and increase attention

Enjoy!