Is technology costing you customers?

Several times I've talked about an art gallery that did a lot of things right.

Unfortunately, however, I just unsubscribed from their e-mail newsletter.

Why? Because their "webmaster" allowed a technical problem to get in the way of our relationship.

Each weekly newsletter offers an up-to-date copy of their comprehensive quarterly catalog of photo books. Unfortunately, being prepared on a Macintosh, I could never get the PDF to download.

II had spoken several times about this to the webmaster, but it would never work. And they refused to send me the print copy of their newsletter, which they sell for $7.00--although I've bought several hundred dollars worth of books from them.

So, technology and insensitivity--and valuing the cost of a quarterly mailing (probably about $3.00), they lost a good customer and a source of referrals.

Guerrillas never let this type of thing happen. Make sure it doesn't happen in your organization!