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A five hour wait at an airport made me really think hard about customer service, targeted offers, & testing. The lunch I ordered was simple - tomato soup, a turkey sandwich on wheat bread, & a side order of salad (with my raspberry vinaigrette dressing on the side). I chose a sit down restaurant versus fast food because I had the time & I preferred the more personalized approach to eating.

Ten minutes after my order was taken the server returned to tell me that they were out of tomato soup - I chose the chowder instead. My salad arrived soon after with two problems - the dressing was mixed into it & it wasn't the raspberry vinaigrette either. No problem, I said as I finished what was given to me. The turkey sandwich arrived on wheat bread but almost 30 minutes after I had finished my salad. I was not very happy, but I didn't complain.

I spent my down time 'waiting' checking out my personal offer emails from some of my favorite senders. Here were a few of the emails that took me 'nowhere.'

A big electronics company sent me a survey on a purchase that I had recently made. Three screens later, I hit submit to complete the survey only to get an 'OLE object error' with a request to try taking the survey again.

My financial institution sent me five emails with the subject line, 'Online Statement Notification from ABC Bank.' I diligently opened each one - we have multiple accounts there - savings, checking, money market, kid 1 & kid 2. Each one said, 'Exclusively for Sundeep Kapur,' and in the fine print below it listed the last five digits of each of the accounts. So until I logged in, I really did not know which account I was checking. There were no offers in the email. On the landing page of one of the messages, I was asked to open a money market account - something I already have.

'Top Five for Comfort,' screamed the subject line of an email from a shoe company. I liked two of the shoes so I clicked through to find more - the email took me to their home page, I then had to search for the featured styles, it took me a good 10 minutes to find the shoes, and then I couldn't find them in my size.

I found another email from my big electronics company with an offer to a television. Confused, (as I had just purchased one last week) - I opened the email to learn about the great TV offerings that they had. If I was running that email program, I would have stuck to the survey and maybe made an offer to a surround sound system.

Think about this, you have a user who has opened your messages - shouldn't you test to make sure things are working, your offers are relevant, & you take the consumer to the product they want.