It’s all in the details

This morning I received my ‘invitation’ for Customer First 2007, the second edition of this “gathering of more than 2000 professionals in interactive marketing, mobile marketing, online media, SEM, …’. Well actually, I received the invite 4 times this morning, maybe I get some more tomorrow.


Although this is a free event for everyone, this invites you to pre-register to the event which should enable faster entry. It’s a personalized invitation and I always like that, because in the best cases it gives you the feeling you’re getting more than just a standard treatment, it’s like the sender knows you and acts upon it…. unless you get the invitation 4 times of course. In that case the so called personalization makes it actually worse.


Don’t get me wrong, I think Customer First is going to be an interesting event and I’ll be attending probably both days (and doing a presentation on Friday) but the invitation is a missed opportunity. My guess is that it should haven gone out earlier already (invite came in today and the event is on Thursday), there were probably a few partners (sponsors) involved to make it happen, addresses were gathered from different sources, etc etc… But how hard can it be to filter out multiple records of the same person, same address, … in a database? Funny enough, there is a personalized URL to register and even these start at http://…../kris.hoet to http://…./kris.hoet.3. The system even knew it was me every time again and again ;) My colleague Geert received it 3 times, anyone doing better?

It’s all in the details.