I had a birthday back in May (I still have them, yes) and received a gift card from my aunt (in Florida - I am in Indiana) from The Gap. I knew I had a flurry of summer birthday parties that I was going to be attending, so I had decided to jump online and order a few fun summer dresses with the card. After a lengthy search to find exactly what I was looking for, I was ready to check out. I entered the necessary information from the card and received a response that there were no funds on the card. I know this happens from time to time, so I didn't worry about it. I called my aunt to let her know, as she had spent real money on the card. She went to the store that afternoon and they said it had been resolved. I went back to the site to check out...again...and now found that there was only $0.01 on it. Clearly that wasn't right. I still wasn't upset because it appeared they were really trying to work with us.
The Skunk
But the appearance of cooperation was quickly gone! The next day, The Gap called my aunt and told her that they were no longer going to work with her on the issue as they believed I had used the card and was trying to rip them off. C'mon, really? Is this a problem they deal with frequently, or maybe it’s an issue with their staff issuing cards and using them before the recipient had a chance. Either way, I am now offended and no longer interested in doing business with The Gap.
But the appearance of cooperation was quickly gone! The next day, The Gap called my aunt and told her that they were no longer going to work with her on the issue as they believed I had used the card and was trying to rip them off. C'mon, really? Is this a problem they deal with frequently, or maybe it’s an issue with their staff issuing cards and using them before the recipient had a chance. Either way, I am now offended and no longer interested in doing business with The Gap.
The Resolution
So what does all of this have to do with email? More than you could know. Your email success is the culmination of your relationship with your customers. That experience results from every interaction, every touch point and every transaction a customer executes with you - and if those experiences are good, you tend to have a better relationship with your customer, and thus more loyalty. Email is a relationship channel - to realize true success with your email messaging, you need to have a solid, reciprocal relationship with the customer and if that relationship goes sour (think break-up) then every aspect of the relationship is compromised.
I no longer shop at The Gap - or Baby Gap - and I certainly don't read their email. I won't even open the email to unsubscribe from it. I just delete it. And will continue to because I don't feel it necessary to spend the time to open the message and scroll to the bottom to click the stinkin' link. No compelling subject line, no great offer, no specific creative format will change the fact that our business relationship is over.
The resolution? The customer IS always right - and every touch point can be negatively impacted - even your email. So if your email conversion isn't so hot - it may have less to do with your email strategy and more to do with your customer approach. Relationships are a two way street - don't forget it!
So what does all of this have to do with email? More than you could know. Your email success is the culmination of your relationship with your customers. That experience results from every interaction, every touch point and every transaction a customer executes with you - and if those experiences are good, you tend to have a better relationship with your customer, and thus more loyalty. Email is a relationship channel - to realize true success with your email messaging, you need to have a solid, reciprocal relationship with the customer and if that relationship goes sour (think break-up) then every aspect of the relationship is compromised.
I no longer shop at The Gap - or Baby Gap - and I certainly don't read their email. I won't even open the email to unsubscribe from it. I just delete it. And will continue to because I don't feel it necessary to spend the time to open the message and scroll to the bottom to click the stinkin' link. No compelling subject line, no great offer, no specific creative format will change the fact that our business relationship is over.
The resolution? The customer IS always right - and every touch point can be negatively impacted - even your email. So if your email conversion isn't so hot - it may have less to do with your email strategy and more to do with your customer approach. Relationships are a two way street - don't forget it!
Posts
No comments:
Post a Comment