Thursday, August 14, 2008

CRM, my foot!

The other day I visited Westside at Kala Ghoda. As always, the guy at the cash counter asked, "Do you have a Club West card?"

I do.

But then, he said,"Sorry ma'am, it's expired".

The loyalty card has expired although the customer is standing in your shop - hence obviously loyal.

No communication was sent by the company about this sad demise. Although mailers regarding the annual sale continue to arrive at my doorstep.

What's more, three months ago the Westside in Andheri actually added points to my card (the one which expired 2 years ago). Like one of those pensions being credited to dead men's accounts.

If I had cared to kick up a fuss with the manager he would have renewed the card and given me the 160 points on it, I'm sure.

That's not the issue.

For long years I've heard phrases like CRM (Customer Relationship Management) and it's apparently driven by sophisticated software. Yet in most companies there seems to be no relationship with me, no linking of various activities or databases.

Here is another case in point. At the local Food Bazar, I am offered a Future Group & ICICI credit card. I say 'no thanks', I already have enough credit cards.

But they persist and dangle two baits:
- A bunch of coupons and discounts @ Future group outlets
- The fact that I am an ICICI Bank account holder, and hence will get the card after 'just two phone calls'.

Several calls and two unannounced visits from a verification agency there is no sign of the card. Which is ok because I don't need it. But here is what I want to know:

If I have an account with you, you know my credit history, bank balance, PAN card no. You have verified me in the first place! So why this endless farce?

The irony is that ICICI Bank called the other day and offered me a pre-approved Titanium card. So one department in the bank thinks I am a premium customer, the other thinks it needs to 'inspect the goods' more thoroughly.

I know much of this verification process is handled by outside agencies. But that does not absolve the bank! Someone somewhere needs to create a robust system so that information is shared efficiently.

And all you marketers who conceive of loyalty programs please note: Loyalty with an expiry date is an oxymoron!

11 comments:

  1. You can't bank on Banks any more & CRM in today's lexicon means - Customer Roasting Machine.


    - Irony
    http://irony-blog.blogspot.com/

    ReplyDelete
  2. haa...haa.. its the way they do business???

    Take a look at my experience

    http://gundumama.blogspot.com/2008/05/evil-of-outsourcing.html

    ReplyDelete
  3. Same thing happened with my sister's Westside loyalty card.

    " Loyalty with an expiry date is an oxymoron! " - Wonderful quote for a management book :)

    ReplyDelete
  4. Just a small note: Every bank/financial institution has a separate banking and (credit)-card division for many practical reasons. If they started sharing the information openly, their independence becomes questionable. However, banks often advertise for their card divisions using the "promotional offer" route.

    BTW. I agree with your last line completely.

    ReplyDelete
  5. Humm -

    Systems are developed at different time by different firms and People who conceptualize them - leave jobs too.

    Hence so called CRM goes for toss.

    And please put a smile on your face- such glitches gives jobs to Indian It engineers

    ReplyDelete
  6. I am very sad to see your blog moving to a me-my life-my movies-my products level. I used to and still enjoy.. agreed that some personal items are acceptable but this much is too much.

    Will be happy if you write more on issues affecting the youth, than movies.

    PS: This way no one will look at this blog like one of an auntyji.
    Sorry if I have hurt you!!

    ReplyDelete
  7. This comment has been removed by the author.

    ReplyDelete
  8. Completely agree there. Similar thing happened with me in Shoppers' Stop where my First Citizen card had expired. But, the award for such stupidity must go to SBI. Yes, with SBI, even your ATM/Debit card expires if you don't use it at least once in every six month! I said F*** Off to SBI after that.

    ReplyDelete
  9. even american express - which offers better customer service than most establishments and banks - does not find me worthy of a gold card but has sent me three pre-approved platinum card invitations.

    after the first and second invites i bought this to their notice. and what did i get ?

    the third platinum card invite !!!

    ReplyDelete
  10. After the call for Titanium card, the same process would have been followed.....I have has similar experience with Kotak also!

    ReplyDelete
  11. Anonymous7:35 AM

    明星代言 明星经纪公司
    制动单元 铝壳电阻
    modern abstract art sofa manufacturer
    净水器 开水器 净水机 净水 软水机 软水 直饮机 家用净水 家用净水器 家用净水机 中央净水 中央净水器 水家装 水家电 水卫士 混合机
    过滤机 DHL快递 俄罗斯签证 回转支承 Laser marking
    保险箱 法兰 法兰标准
    polycarbonate sheet 回流焊 波峰焊
    压球机 注册上海公司 儿童摄影
    牛皮癣 皮肤病 制氮机
    食堂售餐机 校园一卡通
    学校一卡通 ic卡售饭机
    食堂售饭机 深圳一卡通
    广东售饭机 机电设备安装
    北京发票 代开发票
    餐饮发票 住宿发票
    广告发票
    网络电话 免费网络电话
    假发 补发
    织发 植发
    压滤机 板框压滤机
    蒸馏水机 纯蒸气发生器
    上海搬家公司 上海搬场公司
    大众搬家 大众搬场
    张家界旅游 香港旅游
    深圳旅行社 打包机
    收缩机 对讲机 电源模块
    血管栓塞剂
    售饭机 水控机 水控器
    萎缩性胃炎 neoprene laptop bags
    SEO优化
    SEO优化 计量泵
    胃炎 胃病
    冷水机 冰水机
    工业冷水机
    北京特价机票 北京打折计票 北京国际机票
    北京机票预定 北京飞机票
    北京订机票 北京机票查询 饮料机械
    银杏 水培花卉 企业宣传片 空分设备
    化工泵 离心机
    电话交换机 程控交换机 集团电话 集装袋
    混合机 混合机
    混合机捏合机 捏合机
    捏合机导热油炉 导热油炉
    导热油炉 反应釜 反应釜
    反应釜 spherical roller bearing
    搬运车 搬运车 电动搬运车 油桶搬运车 堆高车 电动堆高车 半电动堆高车 堆垛车
    高空作业平台车 电动叉车 平衡重叉车 前移叉车 电瓶叉车
    韩国饰品批发 模块电源
    X架 超薄灯箱> 易拉宝 展柜制作
    代理服务器 游戏加速器 网络加速器
    网通加速器 电信加速器 电信网通转换器
    电信网通加速器 网通电信互转
    网通电信互通 网络游戏加速器
    美国VPN代理 美国独享VPN 美国独享IP
    pvc ceiling panel Spherical roller bearings
    SEO优化
    安全鞋 劳保鞋 防砸鞋 电绝缘鞋 上海安全鞋 上海劳保鞋 江苏劳保鞋
    服装软件 服装管理软件 进销存软件
    进销存管理软件 服装管理系统 服装进销存软件
    进销存系统 进销存管理系统 免费进销存软件
    吉林中医 东北特产
    打包机
    阳痿 阴茎短小 阴茎增大
    早泄 前列腺炎 阴茎增粗 阴茎延长
    国际机票 上海国际机票
    国际特价机票 国际打折机票
    砂磨机 砂磨机
    砂磨机 卧式砂磨机
    卧式砂磨机 卧式砂磨机
    三辊研磨机 三辊研磨机
    三辊研磨机 混合机 混合机
    混合机 锥形混合机 锥形混合机 锥形混合机 行星动力混合机 行星动力混合机 行星动力混合机 无重力混合机 无重力混合机 无重力混合机
    干粉砂浆设备 干粉砂浆设备
    干粉砂浆设备 捏合机 捏合机 捏合机 导热油炉 导热油炉 导热油炉 反应釜 反应釜 反应釜 搪玻璃反应釜 搪玻璃反应釜 搪玻璃反应釜
    乳化机 涂料设备 干混砂浆设备 无重力混合机 胶体磨 涂料成套设备 双螺旋混合机
    北京婚庆 北京婚庆公司
    400电话
    办证 呼吸机 制氧机
    亚都 亚都加湿器 亚都净化器
    亚都装修卫士
    饰品批发 小饰品批发 韩国饰品 韩国饰品批发 premature ejaculation penis enlargement
    安利产品 马来西亚留学
    网站优化 网站推广
    衬布
    代写论文
    代写论文
    论文代写 代写论文
    磁力泵
    离心泵
    化工泵
    隔膜泵
    螺杆泵
    潜水泵
    油泵
    耐腐蚀泵
    水泵
    拖链 防护罩 排屑机 塑料拖链 钢铝拖链
    化工离心泵
    计量加油泵
    自吸式离心泵
    管道油泵
    自吸式排污泵
    潜水排污泵
    自吸式磁力泵
    耐高温磁力泵
    不锈钢多级离心泵
    多级离心泵
    耐腐蚀自吸泵
    自吸化工泵
    玻璃钢液下泵
    液下式排污泵
    卧式离心清水泵
    氟塑料磁力泵
    磁力驱动循环泵
    耐腐蚀污水泵
    卧式化工离心泵
    玻璃钢耐酸泵
    防爆管道油泵
    不锈钢多级泵
    立式多级离心泵
    塑料磁力泵
    水泵厂
    手摇油泵
    上海水泵厂
    上海水泵
    离心泵厂家
    热水泵
    清水泵
    气动隔膜泵
    深圳装饰 深圳装饰公司 深圳装修公司
    特价机票 打折机票 国际机票
    机票
    新风换气机 换气机 立式新风换气机 风机箱 新风系统 能量回收机
    搅拌机 混合机 乳化机
    分散机
    毛刷 毛刷辊 工业毛刷 刷子 钢丝刷
    涂层测厚仪 硬度计
    兆欧表 激光测距仪
    测振仪 转速表
    温湿度计 风速仪
    超声波测厚仪
    粗糙度仪
    噪音计 红外测温仪
    万用表
    硬度计 万用表
    美容院 美容加盟
    澳洲留学 澳大利亚留学
    什么是法兰
    电烤箱
    酒店预定 北京酒店预定 北京酒店
    离心机
    nail equipment nail products nail product nail uv lamp nail uv lamp nail uv lamps uv nail lamp nail brush
    nail file nail tool nail tip nail gel curing uv lamps lights
    万用表 风速仪
    红外测温仪 噪音计
    苗木价格 苗木信息 标牌制作 深圳标牌 北京儿童摄影 防静电鞋 淘宝刷信誉
    威海凤凰湖 威海海景房 大庆密封件
    打标机 淘宝刷信誉 TESOL/TEFL国际英语教师证书 英语教师进修及培训 北京快递公司 北京国际快递

    ReplyDelete

Disqus for Youth Curry - Insight on Indian Youth