Is McDonald’s ‘Lovin’ it’?
If you can’t oversee how your data is being used by an agency or a service provider, it could be quite damaging to your customer relationships and your brand itself. Good data management includes suppressing the details of those who’ve elected to opt out of the campaign, or any form of communication with your firm. McDonald’s also learnt a valuable lesson recently. Although this probably didn’t involve a third party of one sort or another, it’s still an invaluable case study. McDonald’s sent out SMS messages to customers promoting its new toasted deli sandwich. But it didn’t include the STOP command within the text message, claiming that an opt-out was provided on its campaign website. Following some heavy criticism from the likes of the DMA, says New Media Age on 25th June 2007, regulators and the mobile industry, it relented and so now the command is now included, allowing customers to opt out without having to go elsewhere. Customer forgetfulness Nick Fuller, and the Chair of the DM
