- log in
Posted by Fatemeh Khatibloo on February 14, 2012
Despite being something of a romantic, I don't really go in much for the so-called "Hallmark Holidays." In fact, this XKCD comic sums up my feelings rather perfectly:
Still, I'm very aware that lots of other people enjoy Valentine's Day, and that it's a holiday that's just begging for CI pros to get more strategic about. Leveraging shared wish lists is one use case I really like, as is intelligent (read: permission-based) householding. Imagine, for example, a travel company that enables a couple to "gift" each other a special dinner or spa treatment during a shared vacation.
But sometimes, CI goes horribly awry, as I recently experienced with Proflowers.com. I offer Exhibit A:
This email was sent to my email address, but addressed to my ex-husband. It's not hard to understand how this could happen: householding snafus might sometimes create a false connection between an email address and a first name, for example. In the grand scheme of things, if I was going to put CI Fails on a TSA-scale rating, I'd give this one a very bright yellow.
But embarrassingly (for all involved) it got worse. Just a few days later, another of Proflowers' brands, Shari's Berries, sent me this email:
In case it wasn't obvious? I'm not Kimberly.
ProFlowers emailed me an offer targeted to my ex-husband to give his ex-girlfriend a dozen chocolate-dipped strawberries. There are so many ways that Proflowers could have caught this error, but they didn't; as a result, they've lost several customers for life.
CI practitioners must remember: businesses that aim for personalization must be ABSOLUTELY certain that their approach to managing customer data and using it to personalize messaging are above reproach.
SSource: XKCD (http://xkcd.com/1016/)
Search Forrester's Blogs
The dynamics that will shape the future in the age of the customer »
Planning for innovation and risk in the wake of Brexit »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
- Brad Bortner (7)
- Brandon Purcell (6)
- Carlton Doty (20)
- Cinny Little (6)
- Emily Collins (20)
- Fatemeh Khatibloo (34)
- Gene Cao (19)
- James McCormick (8)
- Jennifer Belissent, Ph.D. (7)
- Joe Stanhope (35)
- Kristopher Arcand (2)
- Lori Wizdo (2)
- Marc Jacobson (1)
- Michael Barnes (9)
- Rob Brosnan (19)
- Rusty Warner (17)
- Srividya Sridharan (17)
- Tina Moffett (17)