Customized Multi-channel Marketing - hosted by L2Personalization AFTER the Sale
Published by Ariel in the early morning on September 19th, 2006 in Personalization, Customer Loyalty.
We know that good personalization can help in our pre-sale marketing efforts by increasing response rates, but after the sale, are we suddenly forgetting our customers’ names?
The Wynn Hotel in Vegas, according to Ben Mcconnell of Church of the Customer, is maintaining its personalization efforts throughout his experience. Now, granted, this is Vegas and they have ridiculous amounts of money flowing through. I’m not sure that every hotel will be able to personalize their swipe cards and their phone displays. The television menu, however, is probably pretty easily personalizable. Any hotel with check-out available from the TV or a movie ordering service already has to be able to track usage to the room and link it to a guest’s account in order to charge the right bill. Adding a name to the menu screen just requires that data pull to happen a little earlier.
There aren’t many of us who run hotels - in or out of Vegas - but I’m sure there are other ways to provide a personal touch for customers after the sale.
In a certain sense as a consumer I am more interested in personalization after the sale than before it, so I see the logic of this program quite clearly.
Think about it; if I am being solicited by an unfamiliar party using factoids about me, my lifestyle, purchasing habits or any other data, there is a very real risk of making me uncomfortable. On the other hand, if I'm giving you money and you can't even know/remember my name, you are far less likely to gain my loyalty over time.
Precisely.
And this is part of the reason that list cleansing and mangement are so important in marketing. Once you've sold me, I expect to stop getting generic messaging and "please buy us" offers.
Of course, once you've sold me, I'd also like an easier way to say, "now go talk to this other person because I'm not your maintenance contact."