InsightIQ Blog

Missed Opportunity for Customer Engagement

Nov 9 2009

Like most people, I have signed up to receive newsletters from organizations that I think can provide me with information of interest. Many of these organizations will also send me email with an invitation to attend an event, download whitepapers. I must admit that many of these invitations are so irrelevant to me that I immediately delete them. In today’s world, which is quickly becoming more and more about engaging your customers and prospects, it’s hard to understand why organizations who are clearly not getting the attention of customers like myself, don’t take the time to find out why. Instead, I continue to get similar invitations and content that I don’t care about until I either immediately delete the email or unsubscribe completely.

How hard would it be to send customers who are disengaged an email with a brief survey to find out what would re-energize them? This would require organizations to customize content based on preferences, but this should not be a daunting task and can be limited to a finite number of topics. Some customers will appreciate being asked to provide input on specific areas of interests, thus the act of reaching out to customers can be the first step toward engagement or re-engagement. And, if customers don’t respond, chances are they have lost interest, and will not respond no matter what they receive. Providing an email address at some point in the past should not be the only indication that the person is interested in what the organization has to offer them today.

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