Beware the automated "How did we do?" trap!
One of the downsides of technology is that automation can be so easy that we wind up annoying our members and customers rather than helping them.
Case in point: I recently purchased tickets for a Broadway show via StubHub. The day after attending the show, I got an email from StubHub asking me "Tell us how we did!"
Tell you how you did?!? You sent me the tickets and they worked. Isn't that what's supposed to happen? I mean, what else can we say about this transaction?
With automation, it's easy for StubHub to follow up and ask me the question. But the problem is, EVERYONE is doing this. So every time I buy anything from anyone, I get an automated survey asking me for feedback. So what do I do, every single time? I delete the email.
Which is exactly what your members do.
I'm not suggesting you not ask for feedback from your members and customers. But I am suggesting you consider how and when you ask for that feedback. An automated email is almost certain to be ignored.
Wes's Wednesday Wisdom Archives
Process before technology
Process before technology In a conversation with a client recently, I was reminded (yet again) […]
Opting out and communication preferences
Opting out and communication preferences Last week’s newsletter discussed the need for associations to collect mobile […]
Are you collecting mobile phone numbers? You should be.
Are you collecting mobile phone numbers? You should be. Are you collecting (and using) the […]
Spend less time on data management and more on higher value activities
Spend less time on data management and more on higher value activities Data management is very […]
Change anything you want, except your name!
Change anything you want, except your name! This is an oldy but a goody, but […]
If you don’t trust your vendor…
If you don’t trust your vendor… When I start an AMS selection project with a […]
Your RFP should go to no more than five vendors!
Your RFP should go to no more than five vendors! As a rule, when I […]
Be concise!
Be concise! I started a monthly newsletter almost 25 years ago (which I recently discontinued). […]
A great example of a data integrity report!
A great example of a data integrity report! A couple months back I discussed the […]
“If you keep doin’ what you’re doin’, you’ll keep gettin’ what you’re gettin’.”
“If you keep doin’ what you’re doin’, you’ll keep gettin’ what you’re gettin’.” I saw […]