I spend a fair amount of time on the road traveling, and often get offers which are generic and should rightfully be ignored. However today I received an offer from Starwood Preferred Guests offering me to create my own SPG Card! I could select card styles, tell them more about interests and favorite destinations. This is great use of customer data and I was more than ready to turn it over to them and get started.
The eMail was great, well designed and so I clicked on the link:
However, when I clicked the link and was brought to the micro-site the problems began! They wanted my SPG Account Number and password. Why? They already knew who I was, and they don’t have any personally sensitive information of mine, why not just auto-authenticate me and pass me through?
It took me a minute to realize that they put my SPG Account Number at the top of the eMail, but I have no idea what my password is. Well guess what I didn’t do…… that’s right my time is much to valuable to sort all of this out. I passed on the offer; as cool as it was and moved on with my day.
Almost Starwood, maybe next time. This is a well done campaign and I’m willing to bet a little thought towards customer experience would have greatly improved participation.
p.s. Your hotels are still great!
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