Dear Gap: please think before you call.
- Posted by Ephraim Cohen on June 22nd, 2008 filed in Corporate Communications, PR Strategy, Reputation Management, marketing
- Comments
Every once in a while I pick up an 800 call in the evening to see what organization still thinks it’s wise to call us at home. Usually it’s some non-profit organization fund raising or my bank with a new offer (thus causing me to look at switching banks).
The other night I was unpleasantly surprised to hear The Gap offer me a new credit card using an automated dial out message. Hearing this, all I could think was “dear Gap, just how dumb are you?”
Companies often do not put business decisions that impact public perception through the PR ringer. They should. Maybe The Gap would have done this anyway but I can’t image The Gap wants it’s brand to be seen as one known for harassing people at home to buy a credit card using automatic messages. First, these calls come across as very low end. Second, it’s bad enough to disturb the dinner hour, but to not have the decency to do it with a real person adds insult to injury and sends the message that we have no personal touch.
Next time someone brings up The Gap, this phone is what will illustrate my opinio.
