Email service providers are blanketing the world with services and technology.  I am a true believer that marketers must engage consumers via email and social channels and must do so in a programmatic and relevant way.  However, even with technology, strategy and marketing focus, some programs fail while others succeed -- even when similar execution strategies are applied.  What causes this variance? Easy, the customer experience.  At its core, it is the customer experience that turns a one-time buyer into a loyal customer, subscriber, fan or follower.  I feel we lose sight of this fact at times.  I had an experience last month that reminded me how true loyalty is created between a brand and a consumer.

For those of you unaware, the federal government in the state of Illinois offered $6.5 million in rebates to consumers who purchased "Energy Saver" appliances between April 15 and April 25. Not being one to pass up money from the government, I rushed to  ABT Electronics in Glenview.  Our family was in desperate need of a new microwave oven.  As I walked into ABT, it became clear that this was no ordinary sale. They had parking attendants directing traffic and the store was an absolute madhouse. I was immediately dejected assuming there was no chance of finding an associate to help me, let alone make a purchase. I found the microwave section and stood there looking lost for no more than 90 seconds before a young woman approached and asked if she could help.

"Yes, which microwaves qualify for the energy saver government rebate?"

She looked at me and admitted she had no idea and ran (yes, literally ran) down the aisle towards a manager and started speaking.  After about 15 seconds, she ran (yes, literally ran) back to me and explained that microwaves were not part of the up government rebate program.  While I appreciated her enthusiasm, I was less than happy.  But I still needed a microwave, so I asked what she knew about combination microwave/convection ovens.  Again she knew little but promised to find someone who did and off she went.

Less than two minutes had passed when a gentleman in a General Electric golf shirt walked up to me and said:  "I hear you need help with microwaves."

Now this was impressive.  The store was mobbed, and in less than 90 seconds, I had an actual GE employee answering questions about GE appliances. A real subject matter expert on hand to help me!  ABT had their vendors bring in experts to help customers understand the benefits of various appliances for the sales event.  In less than two minutes, this gentleman helped me decide on a microwave oven, and I had forgotten all about the lack of the government rebate.  The GE employee handed me off to a man in an ABT vest: "Follow me," he said and off we went towards a line that must have included 700 people. My eyes rolled back in my head and I said, "Listen maybe this wasn't the best day to come in..."

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