Remind me why I love you, again?
I love my Audi. This is the fourth one (in a row) I’ve owned. I’ve been an Audi evangelist for, well, a lot of years. I bought my first one when it was a 5-cylinder vehicle, and bought it because (among other reasons) conventional wisdom said that you couldn’t make a 5-cylinder car and Audi said, fie on that. I loved the attitude of we’ll do what’s right regardless of conventional wisdom.
It had to go in for the big scheduled service last week. $1100 worth. Yesterday, I pulled down the sun visor and the 10% discount coupon Audi had sent me with the service reminder fell into my lap. 10%. $110. And I’d forgotten all about it. And so paid $1100 instead of $990.
On my Motorola Q right now, in my text message inbox is a Borders Mobile Coupon: 20 percent off any one item. Borders used to email me a coupon to print out, but then gave me the option for mobile coupons, which I of course jumped on. And now it’s easy for me to take advantage of a time-sensitive coupon. Borders gets my loyalty (though so do amazon, Barnes & Noble, the Carnegie Mellon bookstore, Half-Price Books, and many other bookstores, all for specific high-value reasons), my evangelism (hey, I’m telling you, right?), and most important, my action (I buy a lot of books, and 20% off is 20% off, so guess where I’ll be this afternoon).
Borders reminds me of how much they love me, on a regular basis.
The lesson is obvious. If you’re Audi, and you know I love you (I’m a 4x buyer), and I’m already electronically engaged (I pay my bill online every month), it makes way more sense to send me a mobile coupon — or even an “instant coupon” at the dealership — and remind me how much you love me, which will also help me remember why I love you.
Always remind your customers of how much you love them (it makes us remember why we love you). And the most immediate — and actionable — way is through the electronic engagement we have with each other.
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Tags: customer experience, e-Marketing, electronic engagement, marketing