So, more on my pet frustrations with organisations unable to get Web 1.0 right and why that should be fixed before everyone gets too carried away with the potential of Web 2.0… (You can read part 1 here)
Part 2 – Email
Why do companies do such a bad job of using email to connect with customers? They force you to enter your email address before you can do anything (e.g. download a document or trial software) and then spam you with useless automated messages from that point onwards but don’t provide a way for you to respond.
Sample culprit: Handango (http://www.handango.com)
I have an iPaq 4150 – gorgeous little skinny PDA that, thanks to a spare battery, can keep running all day (8 hours+ including watching movies). It serves 3 primary functions: my organiser (calendar, contacts, notes, tasks, email + syncs the lot with my work and home PCs), research (AvantGo, RSS reader + viewers for most doc formats), and play (games, movies, music, ebooks etc. – thanks to 1.5Gb of SD storage). Actually, it’s now got a 4th use, having acquired a GPS receiver and installed PocketStreets, but I digress. I decided I needed a new game for distraction during travel times, and went for a browse on Handango’s site. I decided to ‘trial’ Riven (‘trial’ = trailer rather than demo, as it turned out), which naturally required me to enter my email address in order to download the required file. Sure enough, a few days later, I receive an automated email thanking me for recently downloading a trial and including the link should I wish to purchase the full program. The email then includes a ‘few suggestions’, should I be looking for something else. The closing blurb goes as follows:
This is a one time email sent to the email address as entered when downloading a trial application from Handango. You are not subscribed to any additional mailing lists.
THIS EMAIL WAS SENT FROM AN UNATTENDED MAILBOX. PLEASE DO NOT REPLY AS YOUR MESSAGE WILL NOT BE SEEN
Why would Handango not be interested in any reply I might want to make? Had the email instead ended along the lines ‘We’re interested in your feedback on this trial and how we can improve our services, please send any comments to [insert email address]’, I would have clicked the link and sent them the following response:
“Thanks for the email. I have actually already purchased Riven but from another web site. Whilst checking reviews to see what others thought of the game running on a PDA, an advert popped up offering the product at a 25% discount over on ClickGamer and I purchased it from there. Had you also been offering the same discount, I would have purchased it from you having previously purchased from your site.”
At least that way, Handango would know a) the trial worked, in that it led to a purchase, and b) they lost the sale because the identical product was available on discount somewhere else. As a result, they could perhaps work with the supplier to negotiate a discount to protect future potential sales and even, shock horror, go one step further and respond with something along the lines: “We’re sorry not to have been able to offer the product at the same price as one of our competitors. Next time, please do contact us first as we will always try to match the lowest available price for software.” And you know what, if they replied like that, I would check back with them first next time. If you want to increase your potential sales, basic analytics from your web site won’t help much, you need feedback. I don’t doubt I could revisit the web site, locate the ‘contact us’ link that is likely to exist and supply some feedback there, but a) it takes a lot more effort on my part, and b) will disappear amongst unrelated emails within the standard website inbox.
The web offers also sorts of ways to increase sales and improve customer service, but it requires different methods and processes to traditional channels. First and foremost, it needs to be as easy as possible for your potential customers to get what they want. If you want rich feedback, make it as easy as possible to do so (you went to the trouble of collecting that email address…) It seems that very few companies really take the effort to use the Web well to improve their business…
(Again, just like the last post, I must stress, the culprit named here just happened to be a site I’ve visited recently. They are not alone and there will be plenty of other examples out in cyberspace.)