The Customer is Always Right

Author:

lskimball

The old adage ‘The Customer is Always Right’ still holds true today so when your customer has a hard time reaching someone within your organization to help them sort out an issue frustration only compounds. Enter the email marketing feedback emails. Everyone has replied to an email marketing campaign at some point in time but what actually happens to that email once you send it?  Typically, one of two things will happen.
 
A human might actually read your email and respond! National Geographic checks their feedback box and responds to as many messages as possible or routes them to the appropriate group within the organization. While there are drawbacks to this approach (already time-pressed marketing groups having to answer customer service emails can be time-consuming, getting into lengthy emails with consumers can also happen, and ultimately it may not be appropriate content for a marketing manager to respond to). In these instances, it is best to route the email to the appropriate group (ie, Customer Service) within your organization. If it is a simple “Please opt me out” you are doing your customer and yourself a favor by honoring that request.
 
Enter the dreaded “Do not reply to this message as no one checks the inbox.” As a consumer, you may be trying to unsubscribe, extend some feedback “Hello Pottery Barn, why did you close one store entirely whilst remodeling the only other store in our city and NOT choose to alert me about it via email?” Consumers may find it very frustrating that there is not a way to respond to your email especially if an image is broken or links are not working. Therefore, allow them a way to ‘alert you’ or contact you via an inbox that is monitored or by making customer service information readily apparent.
 
It all boils down to what you want your customer experience to be. Do you want to hear feedback? Are you willing to take the time to manage your trusted email customers? For someone who started her career with the Four Seasons (the ultimate in customer service, I might add), I’m a big fan of human interaction, top notch customer service, and maintaining a relationship with your consumer.