DigiEx

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Posts Tagged ‘Amazon’

Amazon fail: when global email marketing goes bad!

Posted by Lee on September 2, 2009

I used to love Amazon, no really -I just loved them. The ultimate bookshop, the ‘Bookshop at the end of the Rainbow’, Amazon was my online booklover haven.

I’m also a bit of a gadget freak / geek and would love to own a Kindle, the amazing super sleek ebook reader. Amazon is at one level, very clever as a couple of months ago their system sent me an email all about the Kindle. It had links to more details about what is in many ways, the i-pod for books. There were also links to video clips showing the Kindle and their happy owners getting acquainted.

It worked, I wanted one, and I wanted it then. I was excited because I knew that until I received that email, it was only available in the USA. With trembling fingers, I pressed the ‘buy now’ button and………….. damn it, it was still only available to people in the USA!!!

Slightly annoyed, but still interested enough to try and find out when they might be considering rolling out the Kindle to an international audience, I emailed them to find out more.

I got a very prompt reply – but not an intelligent, ‘in context to my specific enquiry’ – no, it was a stupid auto-response that thanked me for my enquiry and then pointed me to a bunch of FAQ links (by the way, they didn’t answer my two key questions).

Maybe I’m not that bright, but since then, whenever I had a few idle moments to spare, I’d go back to the Amazon site and try to find a “Contact us, we’re real people who are really interested in you, our customer’s specific request” button or link. I’ve yet to succeed in this quest.

So why am I writing this post about something that happened a couple of months ago?

Could it be because today I received another email from Amazon? It was sent to me because:

kindle 1 extract

Yes, they got me again – and when I looked online – no, the Kindle still isn’t available to us down in New Zealand!
Ever the optimist, I emailed them because surely this time, as their email was so specific, there’d be somebody waiting to answer all these excited queries? I even tried to use a little bit of sarcastic humour to generate some friendly banter between myself and a friendly customer service rep:

kindle 2 extract

Well, I got my reply, but was it from a friendly customer service rep?
No way, never, nada – but I did receive another email from the friendly but contextually inept Amazon auto-bot that went something like this:

kindle 4 extract

OK, so now I admit defeat, and from now on, every time I’m tempted to order more ‘real’ books from Amazon, I’ll stop and think of all those friendly, helpful store assistants in my local book shops – real people who, if they don’t have a book in stock will order it for me…… probably from Amazon!

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