Thursday, March 16, 2006

email and the Customer Experience

In a blog from the University of New Jersey a professor was reminiscing on the task of teaching students proper e-mail etiquette. With a "smile" I also remember the task that I have in teaching my clients the importance of e-mail etiquette.

What we often forget is that customer experience management goes beyond the most obvious of experiences enjoyed by a customer/client and it is in those less obvious experiences that we create perhaps the longest lasting impressions. E-mail is a perfect example of this. After all it is what isn't said that sends the biggest message.

Remember such things such as;

Proper titles, spell check, grammar
Keep it short (if it’s going to be long email, please write a letter),
Don't abuse the privilege, (in other words don't take advantage of a customer/clients trust by selling or sharing the address or by constantly up selling),
Broadcasting e-mails to vague audiences is rude,
And use, opt/ opt out email list

How you treat your customer with the message that is sent is reflected in the way you write and use your e-mail. This sends a huge message to your customer/client or your potential customer/client and they push you away without you ever knowing why. Email is an informal medium with formal taste. It is a great way to reach people, but it is never to replace the use of a formal letter. It should contain a formal structure i.e. heading, greeting and signiture, but it also delivers an informal message.

Making an email a positive customer experience can provide another peg in the development of long term customer loyalty and customer value development (long term sales potential)

As always we invite comment and respect your position. If you would like more information on customer experience management please visit the The Customer Development Center,
or
If you need help with your e-mail and its distribution check out this superior email program

1 comment:

Frank Ross said...

I agree, and I can't tell you how many poorly written emails I've seen coming from large and small businesses. Often there is not even a signature block.