Communication and sales What ever happened to personalized service? If you've ever written to a company that over-uses automation or form letters, you'll understand the feeling of teeth-gritting frustration with canned responses that don't even begin to answer your question. It's especially aggravating when you just can't seem to find a real human being to talk to. Inquiry after inquiry is greeted by an automated robot. Yet more and more online businesses are using auto responders to save time. And I can see why; they're wonderful tools. These special email addresses can be set up to send out 'pre-written' emails and save you from a lot of manual work. They're extremely versatile ... and a great way to free up your time, keep in touch with your prospects, build credibility, and increase sales. BUT auto responders are only tools. They cannot - and should not - replace the personal touch that only a real, live human can provide. Face it: the Internet is a vast, cold place. No one likes to feel like 'just another faceless entity'. Here are a few situations where a personalized email can work wonders ... 1. Your Prospect Sends You a Specific Question. If your prospect opens up your auto responder message and hits 'reply', that reply should go directly to you. Take a few minutes and specifically address your prospect's question or concern. She's interested enough to write to you; shouldn't you be eager for the opportunity to convert her interest into a sale - and possibly a loyal customer? 2. Thank-You Letters. Oh, I understand that businesses that process a lot of online orders cannot possibly send every single customer a personalized thank-you note. It's just plain impossible. However, small tokens of appreciation can go a long ways. For example, send a quick thank-you note to your repeat customers. Another time you want to send a personal thank-you letter is when you receive a testimonial. You've obviously done a great job with your product! Why not use the opportunity to build customer loyalty? A simple, personal note reinforces her positive feelings about her purchase - and about you. Remember that word-of-mouth advertising is some of the best free promotion available ... ! 3. Replies to Comments and Suggestions. It is absolutely maddening to write to someone with constructive feedback and receive a response like, 'Dear Friend, Thank you for your comments. We appreciate each and every one of them. Regards, Customer Care Staff' To me, this shows a distinct and utter lack of regard for the customer. Address the comment or suggestion directly. Call the customer by her name. Sign your own. In other words, treat her like a real person! It's so simple, and I can assure you that your customer will appreciate the effort. Okay, so maybe I'm 'old-fashioned' when it comes to service. But automation, to me, has its limits. Nothing can ever take the place of prompt, personal service! Try it - you'll be pleasantly surprised at how many people genuinely appreciate it. Source: Article excerpts from "What Ever Happened to Personalized Service?", Angela Wu, http://www.write101.com/adtips.htm, 2002