Make Automated E-Mail Responses Less Immediate, More Relevant

Share this article:
Chaz Austin sheds some light on the technologies behind automated e-mail response ("Immediate E-Mail Response: A Novel Idea," Oct. 4), but, frankly, having been on the receiving end of dozens of such responses, my take is that by installing software created by the Brightwares of the world, vendors create more customer ire than anything else.


Typically, what is generated is a response that has absolutely nothing to do with the original question save for a couple of keywords. As an example, I recently sent a query to a well-known online brokerage inquiring about minimum account balances required to receive IPO shares. What I got back was a generic reply about their IPO process with absolutely no reference to my question, and with an admonishment to check their Web site or e-mail them again with the same question if their robot hadn't handled it adequately. Why, so I can get the same irrelevant answer twice?


Brightware may be closing a lot of $250,000 sales. But, when a company's response to a pre-sales question is generated by a nonhuman and consequently doesn't address the question, the potential customer is left wondering what, if anything, will go right once he signs on the dotted line.


Eric Witte


Harrisburg, PA


EWitteMD@aol.com
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.