Mass Customization Of Email

With all the tools that spammers and mass marketers have at their disposal, you would think that they would be better focused on mass customization of their emails. I received a thank you email from Hilton after my recent stay in the UK. The email started out with:

“We’re so glad you’ve recently enjoyed the special treatment Hilton HHonors® guests receive at Hilton hotels.”

This really irks me since they had given away my room, despite my honorary Gold status. I had to take a Taxi to the next Hilton property after a grueling international trip. I ate some disgusting pizza with Tuna fish on it, since the kitchen was closed. The room was terrible and had a lumpy mattress. So if by “special treatment” you mean “being treated like a stray dog”, then yes, I did have to enjoy that. I am pretty sure I do not ever again want to be a Hilton HHonors guest!

Since Hilton has my email address, it would have been nice to receive a personal apology. At a minimum, if you are going to email your customers, you should at the very least check to make sure that there were no issues before sending out a “Thank you, please come again” message. The benefit of having all these computers is that you can analyze client data and send relevant information to improve your loyalty and customer experience. Lastly, the email did not even contain a survey link where I could give them some honest feedback about the service that I received.