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Once-a-Year Chance

You know that sinking feeling when you glance at the calendar and realize that yesterday’s date looks a little familiar, or you log into Facebook and see a slew of messages on a friend’s page: “Happy Birthday!”

Life is hectic and sooner or later we’ve all 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 repair the damage with a free lunch. If it’s a spouse, it may be a more expensive proposition. But in either case, we act quickly to emphasize how much we really care.

Now consider this: according to a 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?

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?





Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

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