When It Matters Most!

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Great marketers talk about how well they can engage their customers and prospects. They seek your email, engage you on social media channels, they even have your mobile number. They know how to get to you with a portfolio of messages. These marketers have your contact information to reach out with important notifications, and timely offers. They build up trust by sending you deals and alerts. Over time, you begin to rely on them and only go to their sites when you receive an alert. This is a perfect situation for a marketer as they now have you trained - a message drives you home.

My manager and I were stranded in DC last week with the big winter blitzkrieg. Well, almost stranded.

Our Favorite Airline
As we heard reports on the news about the big storm we called the airline only to be assured that our flights were on schedule. We were also assured that the airline had our contact information and they would contact us expeditiously if something changed. We retired to our respective rooms. My boss who was a little uneasy about this woke up in the middle of the night, logged into the airline site to learn that our flights had be cancelled and we had been rebooked to travel three days later. Normally, the airlines new marketing system calls my home, my cell, & emails me in unison - I call it compulsive multi-channel messaging. This time I got no message and neither did my manager. This time it mattered the most.

Our Designated Rental Car Company
My manager has rented from this nationwide carrier for 10 more years than me. We both have elite status, and I think he should be more revered than me. He had actually rented a car for use in the DC area a few days before the storm. My boss is a big man who could play as a tight-end for an NFL team (try calling your boss big). He was given a tiny KIA, so small that when he sat inside and pushed the seat back it you couldn't seat anyone behind. Two people in this four passenger car was pushing it to the max. We ended up driving down from DC to Atlanta for 14 hours in this little machine. It rattled and shook all the way down. Unfortunately, he has always received a small vehicle at this location. He has never complained, been loyal to this rental car company. This time it mattered the most.

I Have a Really Cool Phone
It looks cool, I can do a lot with it. It is intuitive and backed by great advertising. Yet, over 14 hours, my phone blanked out without service for about 3 hours. I had more dead zones than you can imagine. My boss had a phone too - not as cool as mine but it worked all the way through. I cringe when this company advertises and if I was allowed to name them I know others would join me in smearing them as well. Their network failed me when it mattered most.
Do you think we are going to care about their future marketing messages? The airline called me up this afternoon to 'survey' me about my 'rebooking.' I am sure my boss will get his satisfaction survey from the rental car company through a timely message. My phone provider has already got a great offer in my in-box.

I owe thanks to my manager for driving and getting me back home. Our airline, our rental car company, & my cell phone provider really dropped the ball. As marketers we really need to take a hard look at our offering and make sure that we are able to connect when it matters most. Sincere efforts go a long way in building trust. And if you connect when it matters most, you will have a raving fan - someone who will listen to you across channels.