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Wednesday, November 26, 2014

Do You Know Your Customer’s Birthdays?

We’ve all done it. Life is hectic and sooner or later we’ve forgotten someone’s birthday. It’s a terrible feeling because we know it makes that person feel unimportant. If it’s a coworker, you can usually repair the damage with a free lunch. If it’s a spouse, it may be a much more expensive proposition. But in either case, we act quickly to emphasize how much we really care.

Now consider this: according to a recent survey from retailer research agency Conlumino, a whopping 52 percent of Millennials believe brands should remember their birthdays. It’s a surprising data point from research on more than 3,000 adult online shoppers in the US and UK.

We talk a lot in this space about the importance of personalization, but birthdays? Really?


Here’s why I love this stat: we spend a lot of time thinking about how much information a consumer might be willing to share and how we can leverage that data to better position our products and services. But we don’t think nearly enough about social and emotional impact of our work and how it plays into loyalty and engagement.

The simple truth is that Millennials expect companies to wish them a happy birthday. They’ve shared that information, along with their likes and dislikes, wish lists, dream vacations and more. And if the point of customer engagement is to form a sort of friendship, shouldn’t we remember their birthdays along with purchase history and billing information? It only seems fair.

Have you forgotten your customer’s birthdays? If so, what do you plan to do about it?

About the Author: 
Rob Tate is the Director of Enterprise Sales at PossibleNOW.

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