A recent Forbes article discusses customer intimacy in the capacity that a company should possess detailed knowledge of, and even be capable of anticipating, customer preference – then apply that knowledge to affect action outcomes and decision-making.
OK, I support this idea. It’s a foundational tenant of CRM. But I think real customer intimacy is created from a more closely balanced relationship between customer and brand. Not one where the data-mining company pushes consumers’ figurative buttons to sell product. But one where the consumer is predisposed to consider a brand because of favorable prior experience and the sense that their choice matters. That there is a concerned someone inside the brand who wants them to walk away happy.
Editor’s Note: This is a guest post by Suzanne Norman, director of brand at Emma, an email marketing and communications company.
The bot problem
Let’s face it: most companies write marketing copy for the web and email that reads like it was written by a robot.
And nobody likes bots. (See: spambots, twitbots, fembots, that 80s movie with Emilio Estevez where all the semi-trucks come to life.)
photo by davedehetre
I spot this kind of writing all the time in email marketing campaigns — that’s the realm I work in — but it’s just as rampant in every other digital medium.