The worst type of loyalty experience is one that can’t remember you – and it’s a records problem

I know that my mobile phone providers’ records management program isn’t effective.

I know because they constantly send me emails with offers if I sign up for their NBN service – which I’m already signed up for.

When they do occasionally send me something relevent, it generally directs me to a web page that asks me who my current mobile phone provider is (spoiler – it’s them).

These processes fail because organisations don’t have efficient and systematic control of the creation, maintenance and use of their records.

If they did, their marketing teams would know who their subscribers were, and probably wouldn’t make such basic mistakes.

I also wouldn’t have hit unsubscribe to all their marketing last week.

So they’d be wasting less marketing money on people who weren’t possible buyers, getting more sales, and keeping people subscribed to their marketing comms – resulting in more future sales opportunities and more revenue.

All this because they had efficient and systematic control of the creation, maintenance and use of their customer records.

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