Ron Goch
The Telios Group
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Valued Customer of Delta

June 21st 2007

I received an email from Delta addressed, “Dear Valued Customer.” When I receive an email like this from a company as big as Delta – which is intended to show me all the positive changes Delta has made – it’s hard for me to feel Delta truly “values” my business when they address me as “”Valued Customer” instead of sending out an email addressed top me, Delta just as easily could have done and connected with many more “Valued Customer.”

In order to do this, Delta would need to weigh the benefits of communicating with its customers one-to-one (email is still sent in mass, but customized to each recipient) versus the investment they’d need to make in technology (computer software) and training staff to use.

Quite simply, whether you’re sending a monthly eNewsletter to your fans, an occasional ticket and merchandise offer, or updating your season ticket holders, group leaders, donors and most “valued customers,” it’s important and well worth your investment to customize your communication.

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Ron Goch,
The Telios Group
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