The Myth of Brand Loyalty

Hmm, Chris, shouldn't this be more accurately titled the Myth of My Brand Loyalty, since millions of people are loyal to brands all over the world (think Morton's salt, for example) :)

But in the converse, the brand isn't loyal to me. Or at least, it's got amnesia. They don't have a clue that I'm here.

Maybe it's brand amnesia.

Good catch, though, Allen. Best to you. : )

The idea of sharing data by opt in is intriguing. I could think of some areas where it would be nice and I would be willing to share information.

That's the ultimate goal of smart marketers, only delivering messages to people that want those messages when they are ready to buy.

Doug

Welcome to my world. I get emails from apple at least weekly trying to sell me an iPhone. The problem? I live in South Dakota where the iPhone is unavailable and they should know this because they got my email and home address when I purchased an iPod Touch from them. So in my case it is not so much that they don't remember me, it is that they can't even figure out that they are sending product emails to someone that can't even purchase them even if we wanted to!

Hey Chris. I got this same email earlier today...I saw the subject while using my MacBook and chuckled. Is it too hard to remember that I bought this computer less than 3 months ago?

You are definitely on to something with an opt-in brand identity. Many brands do it with credit cards and they do offer benefits for being a member, but there is a real shortage of brands 'remembering' details at all touch points.

Good food for thought, thanks.

- Scott

It would be nice to see companies utilize this strategy in their CRM and nurture, a bit, the relationship between consumer and brand - but would be even more interesting to see the numbers before and after the change. How many CBs will click through much more relevant email marketing pieces? How much of that would actually equate to increased sales because of a minor shift in their CRM? Or would we just be more prone to remember that Apple, GM, etc. remembered us as an actual person and not just a piece of their sales figure?

Just some thoughts - but regardless of the answer, it's a shift companies need to make.

I agree. I get Apple-grams regularly as though I were a cold call, and the really annoying thing is that they have my email because I've registered their products with them.

Apple's emails bug me to no end... I can't afford any of their new laptops right now (unfortunately - I would love nothing more than a shiny new one!!), and when I have the money their website is where I'll go right away to order one. In the mean time, I've clicked the "unsubscribe" link appropximately eight times and the emails haven't stopped. Lame, Apple. Lame.

(since Twitter is down, @refrshingapathy)

Chris, you sound more diva-like every day. Dude, what's all your whining about lately?

Who cares if Apple remembers you - or me, or my aunt's recent/past purchases of a MacPro, iPod. Frankly, are you so needy of me-me-oh-look-at-me that it's vital they know what colors your Apple appliances are? Get a grip. Customer service is evolving- but not on your pls-love-me-now schedule.

I'd rather Apple spend their time on innovation and invention and design- that's what's important. Not some, "Hey, Chris, Hope you're crazy-wild about your recent purchase of our Princess Pink Nano, "

Of course, you could always opt out of receiving their emails: Why not unfollow them- as in, unsubscribe? Isn't that the trend du jour of divas these days?

Really, big fella, time to get your head out of your .... Apple.

Mike - you don't see why this pertains to conversations about blogging and business communication? Really?

The whole point of the post (and if you recall, it wasn't exactly just about Apple, but I was using them to illustrate the point) was that companies have no memory of their interaction with their buyers, and that I find this unfortunate.

It's rarely all about me, Mike. I just use me as the "point of view" to get the point across.

Diva-like. I'm going to have one of my people find you and refute that, once they bring me my frappucino (or whatever Divas drink).

Technology is moving at the speed of light - it's only been a couple of years since live chat was invented. And now, look where we are in the world of communication.

Soon - and maybe as a result of all the divas in the world, it will take another leap so that we will only have to "think" about opting in or opting out of ads and our wish will be done.

[It sort of works that way now, because we get what we put our attention to - from a law of attraction standpoint.] :)

It's hard, Chris. They're trying to recruit new users by showing their advantage and I think sometimes they can't tell you why Mac is good in one sentence. So, they need to repeat and repeat what you really known.

I had the exact same thought as I read that email on my Macbook Pro (also a the brand new model).

It's funny, because despite the fact that I definitely prefer using Apple products over PC products any day of the week, Dell's customer service has always been a lot more responsive and 'with it' than Apple's. I don't know if Apple is just focused elsewhere (as another commenter noted, they probably SHOULD be focusing on their innovation department if they want to keep moving steadily upward on the personal computer food chain), but at the same time, I always feel a little put out by emails like this. It's a little bit like someone who you thought was you friend asking you who you are when you say hi to them.

Ouch, Apple. We had lunch that one time, remember? After chem class. I thought we had a connection. Sigh.

Apple are very poor at email marketing. I am in Australia, have bought only from their Australian online store etc, have a .au email address registered with them, and yet still receive emails for US holiday promotions (eg US fathers day which is different to Australian fathers day).

Out of interest, do Apple have something to tie back your purchase to the email address that they sent this mail to?

In terms of knowing about your customers and targeting your offers to them, none are better at this than Tesco (UK's largest supermarket chain) with their Clubcard loyalty program: http://www.independent.co.uk/news/business/anal...

I think that you've hit the nail on the head in suggesting a "simple database with that information widely distributed." It's the widely distributed part that seems to me to be the key. In all too many companies the customer information and data is scattered across too many databases and no matter how many relational joins, inner or outer, a department charged with interacting with the customer base is missing some critical bit or another. Or, even worse, could care less about having that critical bit. In the Apple instance, and I've gotten that email as well, and many more, the fact that we all exist in the prospect or lead database is all that matters to those charged with sending those out. And those who have access to the sales database send that one thank you email and at best, a followup about how to use what you just bought.

Could the solution be as simple as incorporating all of the customer data, from leads to sales and beyond, into the CRM tables and then providing access to the CRM software to everyone in the organization and then empowering them to use it to maintain these relationships?

I got the same email, and if you are interested in the viewpoint of a regular person (non-tech, non-PR, non-social media, non-geek), here it is. My first hope upon seeing the email was that I might learn something about the MacBook Pro I had recently purchased, and when I discovered that there was nothing new for me to learn here (except to congratulate myself on my own cleverness in making a smart purchase), I deleted the email and moved on. My generall feeling was 1) that Apple is actively trying to sell these; 2) that this "arm" of Apple could not know that I had just purchased one; 3) that I was maybe *ahead* of the crowd, since I own one of the latest models for a change; 4) that maybe they know I am an *Apple person* or maybe they don't, but they are not just sitting back and hoping that word-of-mouth or TV ads will sell their products.

I didn't feel bothered or slighted - just a little disappointed that I didn't learn anything from having given the email a quick look-over.

The loyal customers must get additional vantage points for the loyality shown toewards the brand.
This can be done by giving the customer some kind of Unique ID which can be used the customers
1)in case of new purchases by the same customer.
2)it can be also be used by some other customers who have been promoted the same product by the existing customers.
3)a relatively large chain can be built by the company and the members keep on getting the loyality benefits during the customer life cycle.

My current (and related) peeve: I responded to an email from Delta offering to transfer my Northwest miles to Delta as part of the merger transition. Great! I did so promptly. I am *still* receiving emails from Delta and now Northwest with the same offer. Can't they figure out a way to flag my account once I've taken an action?

What you're asking seems so basic to developing good relationships with customers, Chris. Especially with loyal customers who would like to remain loyal customers.

Excellent, Chris. I blogged about a similar concept a couple weeks ago in a series I started called Get Better at Better.

When someone is Super Diamond-encrusted Platinum status on an airline, they (rightly) receive perks like shorter ticketing lines, extra baggage allowances, etc. Often, this ends when they get on the plane and the limited number of first class seats determines status. Why can't the airline bring Mrs. Platinum a couple free drink coupons or some noise canceling headphones to say, "We know you didn't get 1A this time but you're still a valued Diamond customer."

That database already exists, the airline KNOWS that the woman in 38F is Diamond, it would cost the airline very little time & money and the customer delight would be off the charts.

What do you think?

I'd heard about VRM but never spent any time investigating until now. Isn't Doc Searls involved in that project?

I think you'd definitely have to have a voluntary, opt-in approach (like to, say, your newsletter) to this kind of database and applications to get this kind of customer experience because, when you think about it, you'd be volunteering a lot of behavioral data to allow the vendor in question to provide this additional service. Some people would argue that it was intrusive and would violate your privacy, so I agree that it would have to be voluntary.

As I write this on MY MacBook Pro, I'm laughing, as I have often wondered how Apple doesn't "know" that they don't need to send me those messages. I bought my laptop through their website, registered it through same ... so it stands to reason that there'd be a check box to indicate that I don't need that email (until such time that they have a newer, shinier MacBook that could, conceivably, give my current one a technological wedgie). The sad thing is that those emails (and their absolute uselessness to me) make me simply delete any other emails from Apple, even though they might contain some nugget that could be of use to me. They're really shooting themselves in the iFoot.

Good post, Chris. I agree entirely, as both a Mac fanatic (this MacBook Pro 15" is my eighth Mac since 1990) and a marketer. I think of this whenever a bank ATM or a Website still asks for a language preference after I've been there more than 100 times.

Given that the technology has been available literally for well over a decade now, and given that some small restaurants and retailers are doing it extremely well, there's no reason for the big companies to have not clued in by now. It's the classic case of the store that spends a fortune advertising, but then has a store or staff that fails to excite or even show interest in their customers when some people finally do come in.

Apple, like many companies, make great products and market them extremely well, but little experiences like this slowly and surely take the shine off the apple.

At the risk of sounding like a complete idiiot (I've been called worse), how would Apple know that you already own a Mac?

Remember, this question is coming from a guy who somehow lost his "misconfig" file on his computer.

As customer acquisition and retention improves I think we'll see some in-house marketers finally get it and start tying all of their sales and user data together with their marketing efforts.
I too am a big fan of both Apple and Coke brands, neither of which know me very well. Mercedes on the other hand sends me reminders about maintenance, new add-ons, and products. They know how old my car is and what model, both of which are used to get me into their shops for maintenance, or even safe winter driving tips. Okay, they don't know that I grew up in the Berkshires and could drive a 15-year old front-wheel drive station wagon up a 45 degree incline with bald tires during a blizzard.

The comments above concerning opt-in marketing are intriguing. I've long held that consumers don't hate advertising and marketing, they just hate irrelevant advertising and marketing. Advertisers, marketers, software developers should take note and go the extra distance to insure relevant advertising if, like some of us, advertising is part of their revenue.

Very similar to the calls from credit card companies I receive asking me to be a customer, when I already am and have had their card for ten years.

Great article from Chris as usual plus the comment discussions that follow.

I see two sides to this conversation, Chris.

Brand loyalty isn't always a 2-way street. I mean, hell, I'm a HUGE Boston Red Sox fan. I've been to a number of games, all over the nation. I have no less than 50 pieces of Red Sox apparel. Specifically, I have more jerseys with the #34 on them than I can count. But does Big Papi send me a thank-you card?

Then, there's the issue of volume, channels of communication, and touch points where I, as a consumer, can connect to be "closer" as a brand advocate (Red Sox Nation, Web site mailing lists, Facebook pages, etc.) But much of that isn't run by the boys in Boston.

Here's the other side of the coin... I bought a Jeep from a local, central Iowa dealer 5 years ago. I receive a postcard once a month, regular as clockwork, from the dealership. Although not unusual, the fact that the cards have been intentionally designed by "Corporate" to have the salesperson hand scribe messages onto it makes me feel like they are "reciprocating the love." Precognisant? Sure. Strategic? Sure. Does it make me want to go back and buy my next Jeep from them? It's not the card, it's the personal, had-written message from "Dale" that will bring me back.

So, my slant? Personal connection to my brands (yes MY brands) like Apple, Jeep, Red Sox, etc. need to have reciprocal love. But maybe I'd be a little naïve to expect a letter from Big Papi for being such a huge fan.

Volume channels for companies (like that) need to have the infrastructure to communicate to their brand loyalists at a more finite level. Does my Jeep welcome me "Thanks for starting me, Andy..." ? No... Should ads pushed to your email or shiny new MacBook say "Hey, Chris, thanks for all your years of loyalty..." No. But the dealers or outlets need to have a system, driven by corporate brand initiatives, to communicate BETTER to you...

So big-picture, yes, loyalists need to be rewarded. But reasonably I can't expect Steve Jobs to send me a fruit basket for buying my 100th Apple product in 15 years.

LOVE the conversation!
Keep Cooking!
Andrew B. Clark
The Brand Chef

Andrew,

The big thing that the Red Sox are missing is exactly what you suggest and for the prices paid to the stars and the prices we pay for tickets, I would start putting some aspect of the player's PR work towards these fan loyalty channels.

The customer loyalty strategies that work best have always had some blend of reward and recognition, and the business is mature enough in the US that consumers have a sense of entitlement towards these programs. I think we should expect a bit more at this point.

One key reason that brands launch loyalty efforts is to build the database. They should use, the tools are there, oftentimes, the conviction to use it properly is not.

Thanks,

Bill

Chris, Apple is just trying to reach out and find new customers. You could forward the email to your friends who don't have Apple products.

Apple is just doing what all Apple Fanboys want... more news from Apple.

Brands often forget that with every interaction the relationship between brand and constituent can be strengthened or weakened. It's not rocket science. Take the time to get to know your constituents and what their expectation of the relationship is. When so much is invested in a brand to keep it from becoming a commodity, I'm amazed how many big brands treat constituents like a commodity. Apple's resurgence is based in large part on the user experience of its products. To take the next step Apple will need to apply that same principal to the brand experience.

Chris, out of curiosity, has Apple reached out to you about this? Will you post a follow up if they do?

Hey Chris, I hear ya!!
I wonder how some of the more forward thinking companies that have a decent social presence could even overlook such a simple detail about keeping customer's experience personal. They should know you. Isn't this why they collect all out demographic information every time we fill out our registration form or feedback survey? So if not for better relationships with the us (the customer), then what are they utilizing our information for ?

I do admit, sometimes I will receive a reminder "Hey Jayson, you have not logged in to your account for 90 days? Whats up?

I know its not like they really want to know that I have "other" things going on in my personal life, then what is it that they do want to know?

You would think that they want to know what we would expect them to know about us, like any other good friend. In your example, I would love to see a "big name" send an email to a loyal customer:

"Hey Chris, just checking in with you about your new Macbook Pro. We know you have enjoyed our products for a long time and just wanted make sure you are still as satisifed or better yet, ecstatic about the new design. Love to hear your thoughts. Oh and BTW Chris, remember that first generation IPod you bought a few years back, yeah hang on to that one, soon to be a collectors edition, but the good news, we would love to offer you the new fancy version for a bit less money, considering you have been with us since the beginning."

Thanks for the thoughts, Chris.

All the best,
Jayson

Chris, you really gave me a good belly laugh this morning. I've worked in CRM in both financial services and automotive.

Depending on the lifecycle of the product and the number of customers, the investment in a link between prospects and past purchasers becomes a question of ROI. Some vendors have spent literally years with clients sharing the CRM benefits of using tools to tie incoming leads to current customers. For example, Acxiom has a very good tool called Abillitec that links customer data together by address. However, with millions of customers, it's a significant investment to implement this key.

I think opt-in concept is an interesting idea. While Privacy is close to an amendment right to many, some more flexible, early adopters might consider it. I would, because I want the best offers!

Depending on the product, this demographic could be most at risk for defection too (automotive). Loyalty to a product (depending on the investment) is tied to personal risk. The more willing to seek and feel comfortable with new information, the higher the defection.

I love CRM and would love to social media interactions added to the big picture too! Maybe sometype of cookie? I personally agree, the first company to get there would win big!

Interesting article! Aside from promoting customer loyalty, keeping better track of the purchases and experiences of their customers would likely also help them make more solid recommendations based on patterns of purchase behaviour across customers. The funny thing is, Apple already should be able to do a pretty good job of this since most loyal mac users also have Apple IDs that are then used to access and buy a number of products and services!

Chris: Agree w/ u 200% about brand loyalty...Should be EASY given today's vast CRM capabilities!

It sucks to feel "like a number"... but I think this is a matter of EXPECTATIONS!

Apple is known for "doing it better".... they're innovators.... and you expect more from them.

You know it's POSSIBLE for them to be communicating with you more deeply - but it seems that all they want is your money. What sucks is, they've already GOT your money and this makes it look like they just want more.

I hope they hear you.

Chris,

I share your pain, though wince at your title.

Data driven marketing is easily measured and justifiable in the corporate suite. It has also become table stakes in so many industries (cards, retail, airlines, hotel). Despite being around for over 25 years, the loyalty marketing industry has failed to deliver on two of its biggest promises:

1. Using data collected to deliver relevant and compelling offers/promotions
2. Using the trusted environment of loyalty programs to learn more about customer preferences - the type that just don't come through on surveys and customer satisfaction polls.

In my article about the way airlines under-utilize data Airlines Take Flight Without Data I share a similar story. I agree completely that Apple and many others should make better use of their data and avoid annoying generic offers that scream "we talk the talk, but don't walk the walk".

Customer identification is key to execution, but I assume that Apple should know you have made multiple purchases given their registration processes.

Maybe they need a more explicit form of loyalty program to make it happen the right way. Brand loyalty is not a myth, its just that too many companies don't execute their Customer Strategy as they should.

Thanks for bringing this to light.

Bill

I definitely agree that any company (especially ones where single purchases reach into the $1000+ range) should keep track of the purchases. It would be interesting to find out if there were any privacy laws or such that would keep a company from maintaining a detailed enough database on this. Unfortunately, it only takes one jerk with a sleazy lawyer to ruin it for the rest of us...I'm wondering if that comes into play here.

Hi Chris:

It comes down to profitability. If Apple is not keeping close tabs on you as a customer, it is because you have already been accounted for in their revenue business model. It's important to understand that once you buy an Apple product, they can easily predict how many more products you will buy from them, how often, as well as how many referrals you will send their way. They most likely believe that developing a "make a customer feel special" CRM system for millions and millions of customers is not cost effective and not a good ROI, hence, cutting into the bottom line - profits. Now, having stated that, it is my hope that businesses, especially large corporations will soon change how they measure the success of their organizations. I advocate for the triple bottom line business model --- profits, planet, people, which much has been written about in more recent times.

Brenda T. Horton

8 Mac Desktops (not counting that Apple IIc), 14 Powerbooks/MacBook Pros, 8 iPods and 3 iPhones, 2,312 songs, 7 movies, 28 TV episodes, 22 paid apps and I'm STILL waiting for a simple birthday card from Apple (April 2nd in case anyone at Apple is reading this...)

In all fairness, Chris, YOU have not yet sent me birthday wishes even though I read your blog almost every day, which you should know if you have been paying attention to your server logs..... (I jest, of course... I don't have any expectation that you wish me happy birthday every year, even though you could easily have some software track birthdays of all your readers and send out greetings automatically, simulating concern.)

Celebrities have the same issue, which is why Twitter and Social Media did not work out for Trent Reznor. At what point is caring about the lives of fans an important component of selling music? The only thing NIN committed to fans is to produce and deliver great music. But the fans always want more. They have no right to expect more from a relationship that the other party did not commit to, but they still do.

The ONLY thing I want from Apple is insanely great computers that work every time I need them to. I don't care to have a relationship with the brand beyond that. That is all they ever promised me and all I should ever expect. Why is more expected?

I expect just a little different from YOU though, because your product is different. You are selling interactivity, personal touch, trust. I don't ever expect you to reply (that is a bonus if you do) but I do expect you to have a blog post at regular intervals, be able to drop a comment on your blog and -- if we were ever to book you to speak -- that you show up and speak and that you be engaging, funny and trustworthy. But, if you decide to quit publishing your blog, that would be ok and I should expect nothing more from you.

A relationship with a brand is over-rated and an unrealistic expectation. It will always be one that requires the first party be something to the second party simply for the purpose of extracting money from the second party. Any other expectation is a delusion.

BTW, perhaps if you had sprung for the 17" MacBook Pro, Apple might .... naw, didn't work for me either. I got the same email and I did buy a 17" :-)

Wow, being the owner of several Apple products over the last 5 or so years, I have never experienced such a problem. I mean, mass mailings being what they are these days, it's any wonder some of these mailings go wrong. Do you think Apple is judging your relationship and loyalty as a "You bought the majority of our most popular stuff, and there is a risk you could move on", I mean people these days don't wait too often for the next big thing to come out, people want immediacy!

Apple themselves definetly pride their work on having the "uber-geek", hardcore fans who will ALWAYS wait for the next best thing, but certainly as brands become a more immediate focus ahead of products for many consumers, I certainly would hope that Apple may get a little more "on the ball" with it's attention to customer relationships then it did for you!

Chris,

I am assuming that they sent this to an email address that is registered with your iTunes/Apple Procare account. If it wasn't then you really can't blame them for the send. Even today's technology has its limitations.

With that said, Apple has always sucked at email marketing and that is because of three big issues:

1.) Corporate culture of massive secrecy and compartmentalization of information that would make many of the government agencies here in DC jealous.

2.) Inability or political will to create a centralized CRM data mart that shows the entire organization what customers and their registered emails own what products so a marketing manager can pull an accurate list.

3.) Desire to push emails to you just in case their data is wrong and they need to cover their butts.

As cpmomcat wrote >>just a little disappointed that I didn't learn anything from having given the email a quick look-over.>> She nails something very interesting, I engage in a relationship (Like suscribing to your emails ) to learn more.

If I am already a customer the kind of relationship I want from companies (or people) (IMHO) is for NEW knowledge, experiences, you name it

Hi Chris....No matter how small or large the brand, we all want to be remembered. That's why I used to love our neighborhood pharmacy when I was growing up because they knew who I was, made personal recommendations and took the time to listen. Is it possible for a large brand to maintain the same type of closeness that you got at a mom and pop store 30 years ago? You may not receive the same friendly smile but I would think that today a company should remember a customer and know their preferences. With all of the great technology that is available to organizations there's really no excuse. Maybe Apple can get away with this because it's Apple and they are a well established brand, but the companies that are trying to build their reputations and gain marketshare will have to be on top of their customer's every move and preference. Great post!

Chris,

I haven't owned an apple but am looking to get one. I can understand your annoyance at company's not knowing the people who make them possible...their customers. Most of the time especially online you hear only good things about Apple but this is clearly a case where they could have done much better. And with current technology there doesn't seem to be an excuse.

These are definitely the kinds of moments that frustrate loyal customers, but given the mass production and distribution (not to mention distribution channels) of these products it is hard to imagine an efficient way to identify distinct, loyal customers, especially virtually.

Until we get to a point where there is a standard, universal identity firms will continue to blast market their products without the slightest idea whether they are annoying a loyal customer or reaching a possible convert. Not only that, but even if we get to universal identities the ability to discern between loyal and untapped needs to be efficient enough where the benefit outweighs the cost.

I don't know about you but I can safely say that I have spent more money on a year-in, year-out basis on Coke than on any other supplier of consumer goods. Started a serious relationship with Diet Coke the year it came out (wasn't that something like 1982?). I was avoiding sugar due to braces on my teeth, and Diet Coke was so much better tasting than Tab. I have consistently spent at least a couple bucks a day since then, sometimes as much as $5 or $10 depending on where I am at when I am thirsty.

I believe the Print division of HP (you know, the cash cow) has 10 or 11 customer facing CRM systems, each supporting different touchpoints with the customer. I know they are working hard to integrate what looks like 11 customers touching the company once into a more accurate picture of 1 customer touching the company 11 different ways.

But the real issue isn't how many CRM systems they have - it's how many silos within which they interact with customers, and developing a unified business view and strategy for long term customer value and loyalty (and whether that is even a goal). Without this unifying context, then whether the information is in 1 system or 10, the functional silos that exist will still lead to these disconnects. A unified business view of the full customer lifetime with a brand, and strategies and tactics supporting that unified view, are still very hard to come by.

Kevin Boulas

Chris, This is the same way I feel about loyalty cards. Why can't the company keep track of what I've purchased and reward me at the point of purchase instead of me having to carry around 2390238 cards just so they can track their marketing metrics?

There are a couple companies that I think do this the right way. REI tracks purchases linked to your account - which you give via your name or phone number so they can look it up. Then, they send you rebate checks or remind you of rebate balances at checkout. Of course, they're a Co-op, so the company is structured a bit differently.

Borders also does this, where they can look up your account via phone number, etc. Although the problem I have with Borders rewards is that you have to make a purchase within a certain time period to get the reward. How about just giving me 10% off my next purchase (whenever and whatever it is)?

I think companies get too caught up in the marketing aspect of brand and loyalty programs and forget to treat their customers like people instead of revenue or numbers.

Thanks for the post!

I totally share your view.

I don't understand why brand organizations just don't get that us buyers/users/fans simply want them to show that they know us and care about us.

I know CRM/VRM/W(hatever)RM is costly and complicated, but I am convinced that brands that work it out will win.

Mind you, if Apple can't get it then what hope have most brands?

I share your frustrations. Apple sells a ridiculous amount of products each year and to say that they should track each item may be unreasonable however then quantify via dollar amount. Technology today is such that you can track so many differnent things and then send out the automated emails. They are able to blast out the information about the MACbook Pro but are disregarding the fact that you have one. It is an extra step to take in the software that they are using but they choose not to. Do they care abour their customers? Tough one as you could argue that it would be almost impossible to send out that many automated emails to folks who have purchased this but not that but then as a large corporation are they saying that they care about volume of sales and not the people who are actually using the product. Once a company becomes that big do they become robotic and lose track of that "hand written note" concept?

Most will receive the email grumble and delete it and will purchase more products. If it ever came a time when the emails telling you about the product that you already have makes many somebodys stop buying just maybe then they might pay attention.

I look at it more like radio stations (back when they were good) reminding listeners why they listen. You already listen to Pro FM or whatever so you know they play the best mix of music from the 80's, 90's, and today but they tell you that several times an hour. And this means that when you tell your friends about the station you are more likely to use the words that they want you to use. You'd be surprised at how many Mac owners get this email and feel smarter about their purchase.

I think that my question is - where did you buy your Apple? Dierct or through another outlet? Did you register online with them direct? Also - have you always used the same email address or could it have changed? I know that most people have 3-4 different email addresses and maybe you registered with one email and the product emails are coming to a different address - just a thought. It seems to me that you can only hold them responsible for remembering you if you purchased direct and/or registered directly with them. In many cases - you purchase through a retailer and the company isn't given your personal information through a 3rd party.

Can you change the email preferences so that you are only receiving updates pertinent to you?

So Apple can't remember that you own a Mac. But they emailed me today, saying "Mac owners like you." (unless you count that iPod Touch, no, I'm not.)

So some how, they are trying to track this, but failing to get it right.

I guess it really is easier to be a small business and actually know your customers individually.

I couldn't agree more. I have the same issue with proflowers.com. They are great about sending reminder emails when you ask them to, as well as times throughout the year you have purchased in the past. This July I ordered flowers for my anniversary after the first prompting email. For the next three weeks, they sent me more reminders and prompts to go to their website, after I had just ordered for the event they kept prompting me for!! I thought of calling them on many occasions to say what you have said above, but figured I'd just get someone at a call center with no ability to do anything but process orders. Maybe I'll forward them your post!

If you bought it online, it is literally a matter of a piece of javascript you put on a verification email that would tell them what you bought. Most email marketing software has trigger capability which could be set off by this action.

If you bought it in the store, they should have a database of purchases. One sequel query could pull every MacBook Pro, every iPod, etc and categorize them for more targeted email campaigns. They'd export the database and then voila! Targeted email.

Either way, most large companies capitalize on the big marketing ideas (Mac vs PC, etc) vs. all the little ideas that cost little money to implement and yet always seem to be profitable.

Actually, hold up. These would both be sequel queries. Very easy to pull.

Hmmm...interesting point you make, Chris! I'm new to your blog, but I definitely like your style. Your blog is SO going in my faves!

You would think Apple would polish their PR tactics a bit and say to their trusty, loyal clientele, "since you're our loyal customers, here is a sweet deal for your next computer/hardware purchase."

After all, if they REALLY want to make Microsoft look 'bad,' in the PR department, let alone computer OS department (as indicated by the last few months' spate of 'hip-looking youngster'-vs-stuffy-beige-40-something' commercials), they need to hunker down next to their customers and lure a few more people into the ultra-hip Garden of Eden that is Apple, Inc., by doing the following:

1) Being very obvious about donating more than a few computers to underfunded schools. Not only would that incur instant good karma on their part towards the disadvantaged school districts who are floundering in this crappy economy, but it would further encourage the brand competitiveness that spurs on the brand loyalty they, as a company, would naturally desire. Win-win! ;-)

2) Include open-source software (read: Linux-compatible stuff) on their computers that encourages people (especially those in the 18-30 age group) to get their developer-geek on..something that Microsoft doesn't allow people to do within the OS they offer. (Mind you, I'm a Linux freak who is seriously considering a Mac solely for the 'Garage Band' music composition app. Linux is great, but they still don't really have much in the way for music comp apps that rock out, and I'm a LONG way from developing my own. But I thoroughly dislike Microsoft purely for their money-hogging anti-open-source business-ethics-principle. So Mac is my next viable option.)

Anyhow, those are my thoughts.

Peace and Crunchy Geekiness,
Kat ^.^

We’re of like minds; just got the same email this weekend, about 24 hours after registering my new MBP. Cracked me up since I’ve been an Apple devotee since 1985 (which adds up to at least a dozen Macs alone).

Silly, silly, silly, Uncle Steve....c’mon...it’s not like I’m asking for a birthday gift or anything....

Chris, I agree 100% We should demand that these brands (as you correctly boxed - where we spend thousands) get the necessary systems in place. Use (some of) the profit they make from us, their consumers, and improve our experience in dealing with them. Main profile details and interaction (incidents, purchases, warrantees, etc). It's not that difficult, I know. And the fact is, most companies/brands that invest in their own CRM (Customer Relationship Management) strategy, are rewarded with "as loyal as can be" customers that return for business.

Hi Chris,

I read about something similar in a class a long time ago. It's possible they are trying to reinforce the reasons why you bought the Mac to address any buyers remorse.

In my class the example was how auto companies were addressing buyers remorse in their tv commercials which serve two purposes, the first being to attract new customers, the second to offset buyers remorse, and this was done by going through the attractive features

Nigel

Great points, Chris.

And yes, VRM is the way. (And there will be many VRM ways.)

Meanwhile, no CRM system will cut it. It's not just that they're dumb, or operate at companies that don't care. It's that they bear the entire burden of a "relationship" that isn't.

We need native relationship-burden-bearing tools on the customer's side. That's what we're working on at ProjectVRM. (Which is actually a collection of efforts, scattered mostly between the U.S. and the U.K.)

RIGHT ON, BROTHER!!!!!!!!!!!! Do you think they're paying attention? By "they're" I mean all businesses who solicit existing customers, don't offer incentives to stay with that business and take you for granted because you are and have been a loyal customer.

This reminded me of something that T-Mobile used to do when I would call customer service, they'd thank me for being a loyal customer for x number of years. I had started my first cell plan with them when they were VoiceStream. It was sort of canned or scripted, but I liked the acknowledgement that I had stuck with them.

I also REALLY like the fact that your e-mail newsletters address me personally. I know that's part of the program you use, but it was something I noticed right away from the first one I read. It was like you were talking to me.