The Marketing Observer

Orange DM destroys customer value

Today received a  DM piece from Orange.
I am an orange customer and am beginning to regret it all over again. I so nearly didn't renew with them last time, but succumb I did, due to inertia  and a critical need for a new phone.

So, back to the DM piece. As I am opted out they are only allowed to send me service messages. The leaflet talks about Orange bestplan. This dounds like a great idea as they will automatically update your plan to ensure you are on the best one for your profile of usage. Hey, they only do it every 6 months and you have to register on their website.

So far, so good. Imagine what happens when I go to the Orange Bestplan part of the website?
I have to login - which is OK as the brochure said I would need to. Once this is done I cannot find any reference to bestplan!  Eventually I find a reference saying that the service isn't available yet.

So why did Orange kickstart demand by sending out a direct mail leaflet for a service that hasn't kicked off yet?

I can only imagine, and so can you!

emails that damage customer loyalty

The Marketing Observer returns!

Today I received an email with lots of nice shiny looking gadgets on it.
I liked the look of one of them so I clicked on the link.

I was then dumped unceremoniously onto the homepage of the emailer's website.
The product that I was interested in wasn't featured on the homepage.
And I couldn't immediately see how to reach it via the navigation...

How many times does that happen?

What a waste of marketing time and resources to send that email out!
Even, worse, they risk damaging any feelings of loyalty towards them.

All it takes is the marketers and emailers to communicate properly...