For me personally, it’s been hard to master the one-to-one paradigm since nobody really seems to be practicing it as far as I’m concerned. Here are two examples:
1) For 16 years, I have used a popular Connecticut bank. After my mother’s death, I did not set up an estate account, but continued to use joint accounts that were in my name and my sister’s, as well as my mother’s. I banked at her branch for a while – about an hour’s drive from my home – since I had to meet with local attorneys, realtors, et al.
After several months, it became more convenient to use my own branch. I inadvertently raised a red flag, however, when I tried to deposit a check made out to Mom. Although I had all the necessary IDs and bank statements – and my name was on the joint account – the teller explained that checks made out to a deceased person must be deposited in an estate account.
First, the teller and I spoke with a customer service rep (after the usual wait); then the branch manager was summoned. The obvious solution was to set up an estate account at my branch. The process took forever – filling out forms, obtaining the necessary paperwork and getting everything co-signed by my sister, who lives in Florida – which was my reason for putting it off for so long.
During these transactions, I requested the business card of the customer service rep (it was not offered), and subsequently called and asked for her by name whenever I had a question or problem. Reaching her directly, however, was often difficult or impossible: “Can’t someone else help you?” seemed to be a bank mantra. Why should I have to deal with a different person every time I call?
Meanwhile, I had to ask someone else for the branch manager’s name, since he did not introduce himself. I would have much preferred to be welcomed into his office with: “Hello, Ms. McGrath. Nice to meet you. I’m Joe Blow, the branch manager here. How can we help you today?” Or better yet, “Esmerelda has just been telling me about your situation. Let’s go over it together and see what we can do.” I must say the manager turned out to be quite helpful – but why didn’t he give me his name and business card as a matter of course?
Although I’m not a high-net-worth customer in banking parlance, I am a loyal and long-term one. My family currently has seven accounts with this bank – business the bank presumably doesn’t want to lose. I stick around because it’s a solid and reputable organization, and because it’s local. I’ve even been addressed by name on occasion. But the real reason for staying is that my bank’s definition of customer service is, unfortunately, no different from that of any other bank I know.
2) A few years ago, two of my nieces became enamored of a unique set of dolls, each of which represents a period in U.S. history. The small, privately held manufacturer does an excellent job of promoting and selling the overpriced dolls, as well as the books, furniture, accessories and clothing (in doll and child sizes) that go along with them.
I called the toll-free number to request a catalog. Soon afterward, I placed a phone order, explaining that the merchandise was a gift for my niece. The rep offered to have it shipped directly to her, but I declined. The rep also asked whether my niece would like her own catalogs and product offers, which I also declined, explaining that she was already on their lists.
Imagine my surprise when I received a personalized direct mailer offering a free magazine subscription for my child! My son could not read (he was four months old at the time) and the magazine was for girls.
I called and explained again that the merchandise was for my niece, and that my only child was a male infant. The phone rep agreed to remove my name from lists for everything but the catalog, which I still receive.
What a CRM opportunity this company is missing! I provided key information about myself and my family to a live human being, but it was never used. I wouldn’t mind receiving an occasional promotional mailer. I might even respond to a postcard or e-mail offering products from this company and others that I might like. The key is to learn – and remember – what I like. Betsy Grover McGrath President BGM Communications Fairfield, CT CRM: Customer Runaround Mania
I just read Melissa Josef’s letter about Macy’s in the September issue. I think there must be a lot of Macy’s nightmares out there!
My family’s experience happened when my daughter Annie’s godmother sent her a gift for her confirmation, which was on May 7 (one week before Mother’s Day). Her godmother, Bev, who lives in Pasadena, CA, called us on the May 6 to inquire about whether Annie had received a package from Macy’s. The answer, of course, was no. So Bev told us to let her know if nothing had been received by May 12.
On May 12, Annie received a great disappointment in school. After I got home from work and sorted through the disappointment, Annie showed me what Bev had sent her – a Nambe vase!
That’s a really nice gift for someone like me but not for a 15-year-old. A light went on when Annie showed me the card that was enclosed: “Happy Mother’s Day from Jane, John and Sue.” I found the packing slip which had Bev’s name on it and a UPC for Lladro, a much more age-appropriate gift.
I called the 800 number for Macy’s (no local number was available, even though there’s a store only two miles away) and was transferred to the china department at the Pasadena store. The saleswoman who answered was extremely curt and said I needed to talk with someone in shipping.
She gave me the phone number in case I was disconnected, which I didn’t want to happen as the shipping number was long distance. Of course, guess what happened.
I decided to just go to the local store – they’d surely be able to take care of it by just doing a replacement. That’s how another department store, Dayton’s, handles things.
After several attempts to get the clerk to understand what was going on, she finally called a supervisor. Not one, but two supervisors showed up and told me there was nothing they could do because the item wasn’t purchased in their store.
Isn’t that great – a nationwide company that only deals by specific store! Even though I had a receipt that had the UPC on it, they couldn’t enter the UPC into their computer to determine what the actual Lladro item was. After an hour of this runaround – with Annie crying the whole time because of the problem at school – I stormed out of the store.
Finally, Bev had to handle it all at the Pasadena store. It took another four weeks for Annie to receive her gift and although they had given Bev instructions to tell me they would be sending a packing slip and information for shipping the Nambe back, I never received it – UPS just showed up one day and said they were supposed to pick up the package. I think they should have given Bev the Nambe as an apology.
In fact, I’m sure Bev never received an apology. I ended up calling the name listed in our Society of Consumer Affairs Professional directory to tell him I will never shop at Macy’s again. Someone called me about a week later to ask me if I wanted a written letter of apology! What a crock.
By the way, both Bev and I are consumer relations professionals. I’d say Macy’s is one store that isn’t placing priority customer service on the front burner. Beth Angerhofer Manager of Consumer Relations Pillsbury Minneapolis/St. Paul Image Awareness
I just finished reading the great piece on Navy Commander Michael Abrashoff (Opening Monologue, November). Regarding your question on how important are image and style when it comes to getting the CRM message across, I think style and image are the external parts of how we communicate and how effective we are in getting our messages across. Personal power and presence are the internal factors.
The most effective communicators have a strong sense of values and have developed an internal sense of self that is self-evident. They also present themselves in an appealing way. When people speak authentically, others respond. And it doesn’t hurt to look like George Clooney. Katharine Boyda President Marketing Matters Chicago
Image and style? I prefer the word identity – focus on touching an emotional, rather than a logical chord in others. And since emotions have been and always will be primary in our decision-making circuitry, one-to-one marketers would do well to focus strategically on how to create strong feelings with their audience – because being truly customer-centric is a lot more than simple personalization software and manipulation of mega-databases. Tom Asacker Author “Sandbox Wisdom: Revolutionize Your Brand With the Genius of Childhood” Manchester, NH
George Clooney look-alike and Navy Commander Michael Abrashoff’s Web site does motivate you to talk about your own “grassroots” efforts and learn more about his and other people’s tales.
As Fast Company noted in an article about Abrashoff, the fact that progressive and effective one-to-one management skills can take place on a Navy battleship should inspire leaders everywhere. As for “image and style,” personally, the former journalist in me doesn’t think it’s important, but the PR person I am now has seen too many leaders advance professionally and win elections because of image and style more so than substance.
I haven’t seen Abrashoff speak, but I’m sure his training, intellect and experience (not to mention uniform and good looks) provide magnetism. As far as motivating folks to rally around CRM and one-to-one marketing, the driver remains the vision, which today – thanks to technology – is more real than theoretical. Anyone who can prove results – be they George Clooney or George Jetson – will be inspirational enough. Mark Devaney Director of Public Relations Grafica.eCRM Corp Chester, NJ
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