Not Just Another Day

A marketing friend of mine recently celebrated a birthday. He mentioned how he was expecting a number of companies who knew (think of all those loyalty programs you signed up for)  it was his birthday to communicate appropriately on that day. He thought they would send him a card, email or offer something to acknowledge they had his info and it was an important day in his life.  Unfortunately, he was disappointed by most of the companies he does business with.  I doubt he will pull his business based on one day but just think how easy it was for some of these businesses to just acknowledge his big day. How much good-will it might have created for their business. 

My take away from his experience is that if you are going to collect information about your customers, use it appropriately or don't collect it at all.  Like it or not when you collected the data you set an expectation for a future communication or experience based on the exchange of information.

How does age matter to your business? Is it the anniversary of your customer's first purchase? Their birthday? Anniversary?  The list goes on but if you can find that all important day you have a chance to create a loyal and happy customer.