During the past week I’ve had the privilege of presenting to two
different organizations that I think B2B marketers would benefit from
June 3, 2009 I spoke at the MOCCA quarterly meeting, held at Adobe’s facilities in downtown San Jose. The Marketing Operations Cross-Company Alliance (MOCCA) is a community for sharing practical experience between Marketing Operations professionals in technology companies.
I was just looking at a receipt in an email update from B&H Photo in New York. They encouraged me to get an update of my order's status on my cell phone. So, I typed in a long order number and sent the message off to the short code 22634.
I received an SMS back with my order number and a tracking number. The order number was "live" so to speak - I clicked on it and it tried to iniative a phone call. Stupid. The order number wasn't a link to ANYTHING?!?!?!!? Not a quick link to FedEx or UPS. Simply a number. I guess when I can copy/paste on my iPhone in another few weeks, this could prove to be useful information.
In any case, "tracking number" DOES NOT EQUAL "status update." What a terrible user experience and a missed opportunity. Maybe they'll say that they are only part way through the integration into their back end systems, but really, this was lame.
I just returned from a short trip to London where I had a chance to speak with a
series of different UK-based online retailers. Most conversations included at
least some discussion of how the economic climate was affecting the market, both
within the US and the UK. When it
comes to international expansion, the consensus seemed to be that the current
economic environment was driving globalization rather than slowing it down. A
few observations from my conversations:
*Few marketers experiment with emerging media with the exception of social media applications. They stick with email and search and are waiting for a better economy to embrace online video and mobile marketing.
Happy Friday everyone!It's hard to believe, but Forrester's Customer Experience Forum is just 17 days away. A few of my colleagues have already talked about the event, but I thought I'd add my own take with a sneak preview of the track I'm leading.