When Personalization Goes Too Far
Gosh, for years I have been trumpeting the value of personalization and how important it is to securing the relationship. Knowing who your constituents are and what they have been doing with your brand is so critical to cementing loyalty. But sometimes it can go too far based on how you chose to use that information. In fact, sometimes it can be downright creepy.
Yes, it is true. I have had to look my advice straight in the eyes and have been repelled with horror because someone used my information inappropriately. This really happened to me …
For years I have used a specific food delivery service in Atlanta. I will refrain from naming names because this is not a feedback forum — but I have always been very impressed with its service and even with its communication. Well, that changed two weeks ago …
Typically the "after order" communication is a two-part strategy:
- Thank-you email with its commitment to service, quality and timeliness
- One-question survey (something else I always promote) to find out how my delivery was and then another question at the very end about me ordering again.
All good things.
Well, two weeks ago I was literally creeped out. Yes, in my business blog I just used the phrase "creeped out." According to my computer, "creeped" is not even a word, but I'm still going to use it.
Here's what happened. The backstory is that I had ordered from a gourmet burrito cantina for me and my 8-year-old son. In the online system, I had indicated that one of the items was for my kid, which I typically do to make sure the services really takes me seriously when I say "nothing green — no lettuce, no cilantro" on that particular burrito. This information is captured in the small "other comments" section underneath each item your order.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.