Well, it’s safe to say that no matter what the economy is like, what sales are like, or what the performance of your campaign is like, there’s always room to do better.
For some, there’s more room than others.
Enter my two examples from today on some really poor practices in marketing and customer service. Let’s take a good, long look at what NOT to do for a moment. As I said in a recent post, the economic rebound and business growth has some companies at a point where their capability to deliver effective customer service is lacking, and it ends up hurting their future.
The first entry is a horrendous email from someplace called managementjobs.net. Now, you wouldn’t think the email below is actually from them. The From line is from a “jobsalertnow.com” domain, while the physical address in the email lists CareerPlannerNow in Columbus, OH. Good luck trying to find either one of those.
First let’s talk about how awful the email is. No context, no identification, no reason to click. I could go on, but it’s not even needed, you can see for yourself. Who’s gonna click on that email?
Well, I clicked, just for fun and for the purposes of this post — which, mind you, probably dooms me to a life of spam from these shady folks. You arrive at this lovely fly-by-night website called managementjobs.net. Seriously, is anyone using this site to search for a job? Do they really get enough traffic using shady email marketing tactics? Anyway, they have a blog — which is amazing. Are you going to take advice from someone who has to dupe you to actually get you to their website?
Finally, when you hit the opt-out screen, this is what you see below.
Enough said about these folks. No clue what they’re doing. Actually they’re probably intentionally spamming people at best, and potentially pursuing much more criminal activities at worst. Not the way you want to market anything to your customers in any way.
The next entry comes from my lovely friends at Foursquare, who are about as responsive to customers as the chair you’re sitting in or the desk you’re leaning on. Actually, worse — because the chair will lean back, turn and do other things you ask it to, and the desk actually works as advertised.
The folks over at Foursquare — you know, that darling of media and market value — have a little issue being responsive to customers. As in NEVER responding to anyone. That is why I was surprised to get the email below in reply to one of my several performance issues with their performance-challenged-yet-popular app. I’m thought to myself “maybe they turned over a new leaf” when I saw the email appear in my inbox.
Well, we aren’t really that lucky just yet. The email itself leaves alot to be desired. Alot of fluffy copy and irrelevant links, no direct answer to anything resembling my question.
Howver, let’s talk about the bigger picture here. When you scroll to the bottom of the email, you can see the original date that I submitted my initial question.
Yes, that is correct — 11 months after the fact, Foursquare blessed me with a response. What adds to the hilarity in that is this subsequent dialogue:
- Me: Ssssooooo, lemme get this straight. You’re replying to one of my support emails…..a YEAR later? Well, 11 months, technically. Are you serious?
- Foursquare: I know it’s been a long time, but we thought it was better to respond late than never to respond at all! 🙂
At least they used a smiley face. Yet, kinda sad that they think waiting 11 months to respond to customers is funny. Also sad that a prominent brand has to be on my bad examples list.
Needless to say, what both of these companies do is not the way to treat your customers. In 2011, please make it a point to charge ahead with better customer service and marketing than these examples illustrate.
If you don’t, be aware that your customers are empowered with an arsenal of social tools, just like this blog. And they will take their story to their social networks.
It just doesn’t pay to be shady or be careless in responding to your customers any more.
Filed under: Blogs, Brands, Customer Service, Customers, Email, Marketing, Relevance, Social Media, Social Networking Tagged: | bad customer service, Customer Service, Customers, Email, email marketing, Foursquare, managementjobs.net, poor email marketing, what not to do in marketing