I have been a customer of the same bank for nearly 20 years. Every time I use one of their ATM’s it asks me whether I want to use English or Spanish, despite my having made exactly the same choice hundreds of times.
Until recently I was getting emails from a well-known luxury retailer encouraging me to redeem my loyalty points. One problem: I didn’t have any points to redeem.
For many years now, my daughters have been getting credit card solicitations from American Airlines and CitiBank. American “knows” how old my children are, since every time I make a reservation they ask for their ages. I’m not sure how many 13 year olds they approve over there at CitiBank, but I’m guessing not many.
It’s one thing for companies that lack individualized customer data to employ mass marketing techniques and undifferentiated interaction practices. For companies that possess extensive customer data–and whose brands should promise relevant, differentiated and personalized experiences–it’s at best a missed opportunity for competitive advantage. At its worst, it’s inexcusable.
Customer-centric marketing has a simple mantra:
Uniquely identify me.
Get to know me.
Show me you know me.
Show me you value me.
Rinse and repeat.