Conversations that count.

During the first 4 months of this year I estimate I have received at least 80 emails, 12 mail pieces and 5 txt messages from businesses who want to engage me with their world in the hope that I will spend my precious cash with them.

I have invested time in most of these contacts – checking out what they have for me, although I know there have been a few clothes and shoe retailer emails recently that I have purposefully deleted without opening just so I wasn’t tempted to spend any more money this season.

From what I can remember I have purchased or increased the value of my purchase as a direct result of contact from: The Warehouse (those online toy sales are hard to pass up!), Novo, Max, Kingan Jones, Decjuba, Fishpond, Farmers and Onecard.

For me the stand out pieces have been:

–          the Max edm programme – great styling, considered and useful. I enjoy getting these emails. 

–          my  Onecard voucher – yes I love getting my voucher! Logically I know I have spent thousands for the paltry $25 voucher I receive but it still makes me feel like I can go wild on a nice treat bottle of wine with no guilt attached. 

–          greetings from my real estate agent – six years on and she still contacts me every year to wish me well on the anniversary of my house purchase (oh and she sends Xmas cards too)

I have been impressed at just how dedicated and smart retailers are getting with their CRM programmes.  They work hard to sign people up so they have the ability to gather behavioural information to inform their marketing. 

What surprises me is who ISN’T talking with me. 

I do not remember the last non-statement contact I had from my bank, power company or telephone provider.  I can only guess that, given they already have all my behavioural information at their fingertips, they have modelled my behaviour and decided I am not a flight risk and therefore don’t need engaging with.  They remind me of the last power company I was with who did nothing but send me bills until I started the switching process and then they were all over me.  But as I told them, it was too little caring, too late.

Author: Lou Kivell is Client Services Director at justONE