CRM Communications Gone Bad
Last year, being the motorcycle nut that I am, I decided to buy a new and very expensive electric motorcycle. One that gets 575MPG, yeehaw! Luckily, as it turns out one of the best electric motorcycle manufacturers is located in my home town of Scotts Valley, California. So I went with my home team and purchased a new Zero Motorcycles X electric motorcycle which I really like–except for what I paid for it.
My main beef is that after a few weeks of riding the bike, I felt good about the purchase and the performance of the bike, but for some reason I had this nagging voice in my head that I paid too much. Basically the bike is great, but the price was not so great to me. I did contact Zero and to their credit they did kick-in some upgrades and credits which made me feel better and happier with the bike. All well and good, and I thought end of story.
This week I received, out of the blue, an email from Zero stating that I might be eligible for up to $2,500 cash back on my purchase based on a government program. Super cool!! I thought, but then I looked at the list of eligible models. My bike was not eligible because it does not have a large enough battery. If I had two batteries then I would qualify for the rebate, but….trust me the last thing in the world I would do is buy and strap another $3,500, 60 pound battery on a 200 pound bike just for a rebate.
So enough about the bike, my point here is that I am sure the good folks at Zero were doing their best to update their customer base on this great offer. In my case though, because my bike did not qualify, it only got me excited then let me down and made me feel bad about the price again. So…not a good move on Zero’s part.
I assume Zero does use some sort of CRM system to run the company, but it appears they do not track which models customers purchase. Thus, they would not have known my bike did not qualify. In this case, it was better not to send this email offer to all customers.