Marketing Droids
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Not so much a WTF (hence posting here, and not risking the "Here's your Mug" crowd) as simply a bit depressing...
So, tending unfortunately as I do toward grammar fascism, I happened to notice that my partner's "Always Ultra" packet boasted about "It's dryweave topsheet" , and immediately rattled off a helpful-but-mildly-sarcastic note to Proctor & Gamble about how I would have thought that a multi-billion-dollar company like themselves would be able to afford professional proof-readers.
Here's the reply. @P&G Droid said:Thank you for sharing your disappointment with our product package. Our goal is to produce high quality products and packages that consistently delight our consumers and I'm sorry this wasn't your experience. Please be assured I'm sharing your comments with the rest of our team.
(I love the use of two "sharings" in three sentences, but the fact that their goal is to produce packaging that delights me is rather touching, don't you think? )Whatever happened to human-to-human contact though? Surely, simply "Oops - you're right! I'll make sure it's sorted straightaway - thank you!" , even if expressed more formally, would at least give some confidence that somebody somewhere had actually read the mail, rather than that being the same form letter as if I'd complained about the fact that the violet packaging hurt my eyes?
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Delight the customer is the en-vogue catchphrase ...
I've heard it tossed around a few team building events myself here.
We're HR Systems we don't delight people.
I'm delighted you didn't screw up my direct deposit.
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This is only somewhat related but it doesn't deserve its own thread. For whatever reason my cube is in the advertising/marketing section. I've heard the term "CRM" thrown around a few times so I decided to look it up. Here's an excerpt from the article on Wikipedia:
"Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy."
I've tried to read the article two or three times and I still have no clue what the heck a CRM is...
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a CRM is a system that integrates your customer info with running projects, contacts for that customer, etc.. etc..
basically your filemaker pro database with customers is a CRM. of course entire industries have built up great constructions with many *RM abbriviations that all integrate together to make it more enterpisey.
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Basically, the ideal of CRM is for a large, multinational company to be able to interact with each customer as if it were a mom-and-pop store whose proprietors know and recognize that customer personally. Maybe it's best explained by explaining what the opposite of successful CRM is: you send the company an email about a problem with a product you've bough and the reply consists of canned phrases unrelated to your inquiry. Then you call them and get an employee who notes your complaint and says they'll get back to you. When they fail to do that for a week, you call again and get a different employee who knows nothing about the email or the previous call.
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@brazzy said:
Basically, the ideal of CRM is for a large, multinational company to be able to interact with each customer as if it were a mom-and-pop store whose proprietors know and recognize that customer personally. Maybe it's best explained by explaining what the opposite of successful CRM is: you send the company an email about a problem with a product you've bough and the reply consists of canned phrases unrelated to your inquiry. Then you call them and get an employee who notes your complaint and says they'll get back to you. When they fail to do that for a week, you call again and get a different employee who knows nothing about the email or the previous call.
And just to clarify, a CRM-based system is exactly the same, but with 1700% more "enterpriseyness", and your email instead of saying "Dear customer", says "Dear %CUSTOMER_NAME%".
