Quicken Software Rocks, Their Marketing... is somewhat lacking.
I recently received an email offer from Intuit to upgrade to Quicken 2009 at a special current customer price. Killer! I love feeling special. Now here’s the rub: I’ve been using Quicken since 1994. I’ve ordered CDs, DVDs, have downloaded the program several times, not to mention all of the updates I have done, and Quicken even has my .MAC email address. One would think that by now that Quicken would know I use a Mac. So why would they send me an email to upgrade to Quicken 2009 for PC? Why wouldn't they segment their customer database between Mac and PC users? This may not hurt Quicken all that much because once you buy into their program you’re kind of stuck with it. Changing is a major hassle and there truly aren’t a decent set of competitors to choose from. But most companies aren’t in that position. So if you want to do well by your customers you need to really understand why and how they use your products. Segmentation is key, along with understanding the customers specific values. Once you have that, then you should only put in front of them those communications and offers most relevant to them. You won’t waste their time and you’ll save money to boot. As for Quicken, I deleted the email and will wait for them to actually offer me the Mac upgrade once it’s out. However, if it were anyone else that made that mistake, I probably would have opted out of their email list - so would most people. When that happens companies never seem realize that they lost a customer and devalued their database.
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