I am amazed to see how some companies market themselves. Sometimes it is as if nobody is thinking at the company.
We have a big french door that needs replacement, and after getting quotes from multiple vendors we selected one over a month ago. At the time, the vendor told us that it would take no longer than 2 weeks to get the new window manufactured and then a day or so to install. Well over one month later – and after a lot of increasingly angry phone calls – our door is still in manufacturing. Then this weekend I get a letter from them – explaining to me that their best sales channel is word-of-mouth – and asking me to recommend someone else in return for a $500 coupon on my next purchase.
How hard is it to tie your direct marketing efforts to your CRM system? Forget about me being ticked off – but how does the company expect me to recommend them to someone if I have not even been serviced yet? Like I said before – trying to stimulate WOM is the right idea – but unless you apply some common sense when you implement the program, you may as well flush your money down the drain.