Marketing, data and forgetting the human

We (or more specifically, my wife) changed our energy supplier yesterday. This morning she got a text message from our former supplier, ‘ We are sorry to lose you…’. She snorted and moved on. It happens all the time, change a supplier, unsubscribe from something and moments later your phone pings with a personalised message. But why?

No-one in the developed world who has used any IT in the last few years still believes that these messages come from an actual person who actually cares that you’ve cancelled. We know the message comes from the cloud-based IT system of a multinational corporation that is foreign owned and has its HQ somewhere sunny and tax efficient. The code was probably written by a contractor concerned only that it worked, passed the scrutiny of his/her peers and was a step up on to the next contract. So why do it?

Do you think we’ll be so touched by your concern we’ll reconsider? Or is it a long-term investment, leaving on good terms so that one day when we once again face up to the hassle of finding another supplier we’ll remember your kind message and give you another try? Really? You think your customers that sentimental?

Or maybe it’s just because everyone else in your industry, every industry, does it, it costs little and requires no thought, so you do it too. Thus demonstrating to your customers, or to those that think about it rather than just ignoring you, that you are just as much an unthinking corporate behemoth as all the others. Well done marketing department, have a bonus.

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