Speed Dial: 60-Second Marketing Insight Newsletter

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The Secret Side of Groupon Are You Delivering Customer Service From Start to Finish? By Marie Elwood, Brand Marketing Consultant  February 1, 2011 - Speed Dial Issue 62

                                             ((You're not going crazy; there's no sound))

Let's be honest: “Derrick”* probably won't stop most people who want to unsubscribe from the Groupon website from taking themselves off the company's mailing list.

That's not the point.

In what may be their last direct interaction, Groupon offers customers a grin & a low-pressure opportunity to change their minds. And although the customer may still ultimately decide to leave, Groupon has made a worthwhile attempt to neutralize any irritation they might have felt and even make them crack a smile.

Now that's smart thinking, especially for a social media superstar that thrives on viral marketing. This small, low-budget touchpoint is actually an extremely savvy move for Groupon. When a customer unsubscribes from this good-natured page on the Groupon website, how likely are they to bad-mouth the company to their friends?

We all experience our own versions of 'unsubscribes’ at some point. Consumers contact our hotlines to complain. Clients reject our proposals. Customers return our goods or request refunds for our services. Most of the time, we see these 'unsubscribes' as necessary evils that we simply have to endure.

Groupon's unsubscribe page is a simple reminder of how smart, easy, and inexpensive it can be to find ways to "part friends." After all, a 'no' today may very well become a 'yes' tomorrow... if we keep the door open. 

It’s certainly got me thinking. And if you’d like help in finding the touchpoints where you can reach out to your customers, just let me know.

Thanks for joining me today, and I'll see you again on February 15th!

Marie

* Fun Fact: the ‘actor’ who plays Derrick is actually Groupon’s CEO, Andrew Mason.

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SCHEDULE CHANGE REMINDER: Because I’m writing more in-depth marketing reports & increasing my speaking commitments, Speed Dial will now be published every other Tuesday. As always, thanks for joining me…

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