Famous Last Words: Who Can You Trust on the Web?
In the case of Amazon, I would have felt Jeff Bezos really cared about me. As for British Airways, I would have been grateful 1) for getting a really good price and 2) for the airline tipping me off. This is called CRM—Customer Relationship Magic (as opposed to Customer Relationship Misery).
Denny Hatch is a direct marketing copywriter, designer, consultant and the author of six books on marketing, "CAREER-CHANGING TAKEAWAYS" being the most recent. Visit him at dennyhatch.com, or contact him at email@example.com.