Comments on: Great marketing or an invasion of privacy? http://responsiblemarketing.com/blog/2008/04/18/great-marketing-or-an-invasion-of-privacy?utm_source=rss&utm_medium=rss&utm_campaign=great-marketing-or-an-invasion-of-privacy where commerce and conscience come together Wed, 08 Feb 2012 19:26:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Blaine Millet http://responsiblemarketing.com/blog/2008/04/18/great-marketing-or-an-invasion-of-privacy/comment-page-1#comment-400 Blaine Millet Fri, 25 Apr 2008 08:16:29 +0000 http://responsiblemarketing.com/blog/?p=280#comment-400 This is a great video - please post the link. One thing that everyone believes to be true, and is ultimately false, is that the consumer wants you to know everything about them so they can look "knowledgeable" or "educated" or "personal" when someone interacts with them. The result, the consumer or customer is ultimately "turned off" and actually quite "disturbed" that this is going on. We developed the concept a while back that Loyalty isn't built by having all the detailed information entered into the latest and greatest CRM system that anyone anywhere in the world can access and "act" like they know you. Loyalty is built in exactly the opposite way. Loyalty is built by allowing the customer to share the few and the core Promises or commitments they want you to make and then delivering on these all the time without question. The more complicated and the more sophisticated the system, the more suspect the customer actually becomes. Responsible marketing starts with being responsible (and accountable) to the customer in a way that they can relate to. Just keep the few Promises they want from you and they will be happy, build TRUST and ultimately build LOYALTY. It goes back to the old KISS statement - where did we lose sight of this and believe that just because our technology runs in nanoseconds and can store 500GB of information in a device the size of your wallet things had to become complicated. Give me a break. Keep it simple and you will win customers and win their Loyalty - as long as you know what is important to them and can deliver each and every day. This is a great video – please post the link. One thing that everyone believes to be true, and is ultimately false, is that the consumer wants you to know everything about them so they can look “knowledgeable” or “educated” or “personal” when someone interacts with them. The result, the consumer or customer is ultimately “turned off” and actually quite “disturbed” that this is going on.

We developed the concept a while back that Loyalty isn’t built by having all the detailed information entered into the latest and greatest CRM system that anyone anywhere in the world can access and “act” like they know you. Loyalty is built in exactly the opposite way. Loyalty is built by allowing the customer to share the few and the core Promises or commitments they want you to make and then delivering on these all the time without question. The more complicated and the more sophisticated the system, the more suspect the customer actually becomes.

Responsible marketing starts with being responsible (and accountable) to the customer in a way that they can relate to. Just keep the few Promises they want from you and they will be happy, build TRUST and ultimately build LOYALTY. It goes back to the old KISS statement – where did we lose sight of this and believe that just because our technology runs in nanoseconds and can store 500GB of information in a device the size of your wallet things had to become complicated. Give me a break. Keep it simple and you will win customers and win their Loyalty – as long as you know what is important to them and can deliver each and every day.

]]> By: Josh Gray http://responsiblemarketing.com/blog/2008/04/18/great-marketing-or-an-invasion-of-privacy/comment-page-1#comment-338 Josh Gray Fri, 18 Apr 2008 23:53:14 +0000 http://responsiblemarketing.com/blog/?p=280#comment-338 Working in advertising we have to ask ourselves what is responsible marketing and what isn't. Nice post. I sent this to everyone I know basically. Working in advertising we have to ask ourselves what is responsible marketing and what isn’t. Nice post. I sent this to everyone I know basically.

]]> By: Lewis Green http://responsiblemarketing.com/blog/2008/04/18/great-marketing-or-an-invasion-of-privacy/comment-page-1#comment-337 Lewis Green Fri, 18 Apr 2008 17:43:09 +0000 http://responsiblemarketing.com/blog/?p=280#comment-337 Patrick, Definitely touched on a number of gray areas. Any service person who knows my name and my wants and needs is doing a great job in my mind, as long as this is a face-to-face transaction. Getting mail that seems to know about private details does not represent great customer interaction, as the sender assumes we have a relationship that we don't have. Everyone who sends me such a piece of mail has no chance ever to sell me anything. That said, gray also exists in the two scernarios I describe above. At the end of the day, the answer to how we feel is based on our personal experiences and emotions and cannot be assumed for any other person. Nice post. Patrick,

Definitely touched on a number of gray areas. Any service person who knows my name and my wants and needs is doing a great job in my mind, as long as this is a face-to-face transaction. Getting mail that seems to know about private details does not represent great customer interaction, as the sender assumes we have a relationship that we don’t have. Everyone who sends me such a piece of mail has no chance ever to sell me anything.

That said, gray also exists in the two scernarios I describe above. At the end of the day, the answer to how we feel is based on our personal experiences and emotions and cannot be assumed for any other person.

Nice post.

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