Providing contextually relevant information to your customers is a constantly evolving landscape. New challenges and features are always popping up. This week, I happened to come across an interesting example of some of the nuances of serving your customers, now that Google Inbox has been released.
The premise of Google Inbox and other similar apps is that it provides a unique layer of helpful information over your emails, empowering you as a customer to manage your email better. At least that seems to be what they are attempting.
In my case, I decided to pre-order a video game on Amazon, Final Fantasy XIV: Heavensward. Now, as most of you know, when you order something from Amazon they send out a confirmation email so that you have a record of what you ordered. But here is what I saw in my Google Inbox:
You might not notice anything wrong here, but I immediately noticed that the title they are showing in the picture is not the game I ordered.
At first glance, I thought: “Well, Amazon must have made a mistake or I accidentally ordered the wrong thing.“
Yet, while Amazon put together an email that correctly identified the product and gave me the expected customer experience they wanted me to have, what really happened here is that the image and all the information to the left of it isn’t even actually part of the email at all. Instead, the Google Inbox app selected an image using their internal algorithm that was not the product I ordered. What should have been a simple confirmation email resulted in me being uncertain if I was getting the product I ordered.
These kinds of situations, where new products that are intended to improve the customer experience and give more information, often require additional thought and legwork. Now, not only do you have to be concerned about what you put in your email to your customers, you have to consider what their email platform will append to it. This means navigating the ever-changing requirements that providers like Google place on companies.
At Tahzoo, we understand those needs and strive to keep up to date with the constant shifts in the industry. In this case, serving the right picture is a task of appropriately handling the meta-tags in the HTML—a task that can even be a challenge for an industry leader like Amazon. Understanding the platforms that you are operating on and being able to adjust to new features they introduce is something we at Tahzoo are always thinking about and striving to overcome for our clients. It’s just one of the many speed bumps the digital world throws at us from time to time to keep us on our toes.