Are You Putting Roadblocks Between You and the Customer?
This morning I found myself included in my boyfriend's family email. Dan lives in D.C., and I'm planning to go out east for his birthday next month. Coincidentally, his parents were planning a vacation to New York City that same week, so plans are underway for six of us to get together in either city.
After I pitched in my two cents to the group email (hey, one must be proactive about these sorts of things), I immediately got a system generated email from the office of Dan's sister. The email said:
"An e-mail you have just sent to [email address] is
being held until you complete a simple one-time-only registration.To verify you are a legitimate sender, just click on the link below:
[link]You will not have to register again for other [company name] addresses."
Now, why would I want to register my email address with a company with no instruction as to what will be done with my email address? Will it be sold to mass information vendors? Will I start receiving unwanted solicitations from the company?
Obviously, my first thought was: Well, forget it. My email wasn't that important anyway. But finally (and because I consider all business interactions to be fodder for the Agent Blog), I clicked on the link. And this is the page I saw:

"We have released your email from Quarantine?" Ouch.
SPAM is annoying. But it's a fact of e-commerce. And the fact of the matter is that you need to pay attention to every customer touchpoint you have, including every system generated email you bounce back to senders. (We’ve done this at the Agent Blog; if for some reason commenting gets a bug, we give you an idea about what the problem is and try to provide a little comic relief as well. You can check it out by posting a blank comment to this thread.)
Having my email quarantined wasn't the best first impression of this company. It made me feel like a reject, and frankly, if my boyfriend's sister hadn't been the recipient, I wouldn't have added myself to their safe list.
The rub: Examine your touchpoints. All of them. We have very little control over how other companies treat us—the best we can do is not replicate their missteps.








Comments
Megan, I think you nailed it: "SPAM is annoying. But it's a fact of e-commerce."
From a business perspective, these kinds of roadblocks suggest that the company's desire to beat spam is of paramount importance--more important than giving their customers the ability to contact them with minimal fuss.
The question for such companies is: Do you want to send that message?
Posted by: Jeb | August 2, 2007 10:49 AM
Jeb, you summed up my feeling succinctly: I felt that their desire to weed out spam was more important that my message. It's too bad, really.
Posted by: Megan Mahan | August 2, 2007 05:02 PM
[Afterthought]: Now, do I bring this up to my boyfriend's sister? :)
Posted by: Megan Mahan | August 2, 2007 05:03 PM
As for telling your boyfriend's sister, I wouldn't go there...
:)
Posted by: Jeb | August 3, 2007 08:31 AM