Say my name, say my name
Yes, I just love Destiny’s Child and Beyoncé in particular.
“Say my name, say my name
If no one is around you
Say baby I love you
If you ain’t runnin’ game
Say my name, say my name
You actin’ kinda shady
Ain’t callin’ me baby”
Man or woman?
Yesterday I received an email addressed “Dear Mister Bloem” from a credit card company. You probably know I am not a man, but a woman. It could have been a mistake, but this has been going on for a year and a half and I have tried to change it into “Dear Mrs Bloem” but up until now, I have been unsuccessful. Receiving this email every month, do you think I am a fan of this brand?
Person or number?
“Do you have your customer number for me?” Just yesterday, this question was asked by my Hosting provider, where we already talked about my domain name. So yes, too often this question is asked by Call Center staff, even if they already see your name in their computer screen or have all the info they need. Just because this is the routine and “the way we do things around here”. Please stop this. There are so many ways to use my name, to make the conversation personal. To connect and use my name is the easiest one.
When you use my name right
“A person’s name is to him or her the sweetest and most important sound in any language.” – Dale Carnegie.
Exactly what Starbucks understood and why they ask your name and just write it on the cup. As simple as that. Is their coffee the best? No. Do you feel good when you receive their coffee and your name is called? Yes. With a lovely cup (especially around Xmas) and your name written on it.
“Goodmorning Mrs. Bloem”. I just sat in my comfortable seat 16a in the Airbus 380 on my way to Dubai with Emirates. Did the stewardess just say my name? Yes she did. She had a list in her hands with all seats and names and welcomed us, one by one. Asking me if I was comfortable and wishing me a good flight “Mrs. Bloem”.
Quick fix or scalable solution?
I know it isn’t easy to personalize and use customer names systematically, in emails, letters, phone, live and chat conversations. But it can be done. When your CRM is not 100% clean and up to date with names (and believe me, this is almost always the case), think of quick fixes. I have 3 ideas right here and now:
- Stop asking for a client number if it isn’t necessary.
- Listen to the customer when they say their name, write it down or learn to memorize and use the name once or twice in the conversation
- Especially when it comes to Social media, there are many ways to use your customers name. Use the name in a reply, it makes it more personal. Or make a short video, where you address me by name. Not often used, but a real winner.
What if you want to personalize in a more scalable way, like Emirates did? These are often larger projects, but really need focus if you want to win the battle around your customer. I have 5 questions you can work around:
- It is time to check your CRM. How clean is your data?
- How is the CRM discipline in your company in registering customer info?
- What are moments in the customer journey where you can use the data you have?
- Where can you use my name in a way that makes me happy?
- What needs to be done by whom in what channel to personalize?
What are your suggestions when it comes to personalization and stop “actin’ kinda shady”? To start saying my name and making me feel good and recognized and swing it out like Beyoncé? What are examples in your company where you do the right thing, and what is your magical suggestion? Please share, so we can all learn. And thank you #ReadYourNameHere for reading this blog and sharing your thoughts!