THINKing

Dear Valued Customer – Part Deux

OK, apparently Boca Java – which by the way provides fine coffee beans – did not read my recent posting about banning the phrase “Dear Valued Customer.” So, I’m a little disappointed in them. How do I know they did not read THINKing yesterday? I received this email from them today:

Dear Valued Customer,

At Boca Java, we continue to strive to improve your experience with us, and with that in mind, we’d like to invite you to participate in this brief survey.

We’d like to thank you in advance for providing your feedback on our member benefits program. To show our appreciation, we will give you a bonus 1,000 Boca Bucks when you complete the survey. Your account will be credited within 4 – 6 weeks after survey completion. Again, thank you for your input and for your business.

Sincerely,

The Boca Java Customer Satisfaction Team

All right, class. Now, can anyone tell me what is wrong with this? Anyone?

Let’s review. Boca Java knows me. I have an account with them, have had for a while. They usually communicate with me by name, not as “Valued Customer”. Second, they sent it from the Customer Satisfaction Team. They should be trying to engender loyalty not satisfaction. We talked about the difference in that previous post. I won’t rehash. I will, however, drop a quote on you that should help convey the message. A former client once told me,

“The danger is we will aim low and hit our target.”

Satisfaction is a low target.

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