Real Customer Relationship Management

Yesterday at exactly 5:59 PM I received an email from the car dealer where I bought my car before the current one. I bought it probably 6-7 years ago and traded it in 1.5 years ago for a different car at a different dealer. The email was from a person I don’t know there complete with their picture letting me know that they were thinking about me on my birthday (today) and were wanting me to have a fantastic birthday complete with an exclamation point.

Two minutes later, I received an email from the dealer of my current car saying they were thinking of me and they were hoping my birthday would be amazing. This was from someone I didn’t know either.

Two minutes later, and four minutes after the first message, I got an email from the dealer where we bought my wife’s car 4 years ago, wishing me a VERY HAPPY BIRTHDAY.

Emails at 5:59 PM, 6:01 PM and 6:03 PM.

I’m really touched that these people were having coffee at the end of the day and looking through the list of their prior customers and thought they’d drop me a note wishing me a happy birthday.

What are the odds that these three separate car dealers owned by different auto groups happened to be thinking about me all at the same time and wanted to drop me a note wishing me a happy birthday?

Organizations try to automate parts of their customer relationship management and more times than not they fail completely. I’d rather get nothing about my birthday than get an automated message trying to look personal. But I do think less of them when they have automated the whole process to a 3rd party and at an appointed time a cron job runs and I get fake personal email from them.


Mark,bday

We wanted to wish you a
VERY HAPPY BIRTHDAY
from all of us here at XXX
Hope you have a great one and
Drive safe!

2 thoughts on “Real Customer Relationship Management”

  1. I’ve had a similar but opposite issue. I bought a car four years ago from a dealer in another city. The salesperson was a friend (and still is). But, it was rather disappointing to realize that my friend really didn’t send me birthday greetings each of the last four years, that only the dealer’s CRM was automating the contact.

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