Tread carefully if you want to try relationship marketing

Relationship marketing is the holy grail of the modern marketer – but if you get it wrong, you will annoy your customers forever

[Debre Barrett is my wife and also an excellent experience designer, with many years experience at BBC.co.uk and some great Flow projects under her belt too. She wrote this post.]

Something awful happens to babies at exactly 5pm every day. They cry, they niggle, they scream. They drive you nuts until you’ve bathed them, fed them, and put them to bed. Suicide Hour, is what a friend and mother of four calls it.

crying-baby

One evening last week, at 5.45pm, I was busy preparing a puréed meal for the baby, a proper meal for myself, and a meal where none of the ingredients touch each other for my older daughter. The baby was perched on my one hip, exploring the boundaries of Suicide Hour. The older one needed help working the DVD, and there was only 1 hour 15 minutes between me, a glass of red wine, and a sit-down with Twitter.

Then the phone rang. It was a friendly, middle-aged lady.

Lady: “Oh hello there Mrs Barrett. I’m just calling to congratulate you on the birth of your little one, they are such blessings aren’t they? What did you have, a little boy or a girl?”

She was calling from Pampers. And I gave her an earful.
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