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Wasted Opportunity With ‘Don’t Reply’

I recently received an email in my secure email from my bank that read:

Dear Customer,

Please do not reply to this message. It is sent from an unmonitored mailbox and will not be responded to.

What it really says is:

“Dear person who gives us money. We are about to tell you something, do not try and talk to us. We will not listen.”

Thanks, I feel the love. I really feel like you want to have a conservation with me.

I get lots of normal email newsletters like this too. They even send it from an email address called noreply@company.com

It’s such a waste. Here you are. You’ve said something you hope is relevant to the user and you tell them not to respond.

Why do they do this? Because they get too much feedback. Too much of their customers telling them something.

Nutz.

On one hand, they are paying other companies millions to do research and tell them what their customers think, and over here they have their audience captivated and the feedback exactly relevant to the tactic they just sent out and they stamp on it. They quash it and squash it flat.

Take every chance to hear from your customers. Don’t waste a single one. If they bother to hit reply and type something out, you should read it. If you’re product or service doesn’t have the margin to allow for listening to your customers when they want to talk to you, then you’re in trouble.

Mick Liubinskas is one of Australia’s leading web strategists, having served in head marketing roles at Kazaa, Zapr and Tangler. He now runs Pollenizer, the business incubator he co-founded with ex-Kazaa colleague Phil Morle.

Photo: optimal tweezers (Flickr)

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  • http://www.bowespr.com Chris Bowes

    It’s worse than not listening. They are actually asserting that they have the right to tell you something in way that they refuse to recognise from you. We can talk but you must shut up and listen. It’s frankly insulting. This is the same for almost all forms of bank communications in particular. They can talk to you via email, SMS, letter, telephone — whatever they like. But you can only talk to them one way — via their call centres, which is often a complete waste of time.

    [Reply]

  • Cousin Al

    Banks and big companies don’t want you to ‘waste’ their time with your problems or questions. Don’t call MacDonalds Chicago office either. The receptionist asks if you are franchisee, shareholder or supplier. If not, you are switched to a recording advising that they are a world-wide company and receive thousands of calls with ideas and suggestions. Yes, they say, we might miss a few good ideas but we just don’t have time to speak with you so good by. Dead line.

    Mailing an idea to them is even worse. They just want your money.

    [Reply]

  • http://www.mumbrella.com.au Tim Burrowes – Mumbrella

    That’s a really good point. That’s precisely the message we send out from the Mumbrella marketing email.

    I’ll try and do better…

    Cheers,

    Tim – Mumbrella

    [Reply]

  • http://www.thejenkinspartnership.com Leighton Jenkins

    A little crazy.

    Typically Banks have no capability to take your comments – maybe only 50 people in a call centre( compared to a telco who will have 000′s). They want you to go to their branch network and complain there but we never do!

    Basically they have found a new marketing tactic such as email but have not engineered their bottom up value chain and offer to accomodate it – sort of stuck it on the end as another communications channel. Similarly for blogs and other mediums they experiment with.

    [Reply]

  • http://www.pollenizer.com/ Mick Liubinskas

    Yep, I agree that banks and big cos can’t afford to do it based on the way they currently service customers, but that’s the problem. And maybe big companies cannot be profitable by servicing customers like that. However, I think they pay for it in other ways – by having to acquire more customers, by dealing with people on the phone or in store/branch.

    [Reply]

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