People and Technology

Technology can help your business communication, but you have to have the right people managing it.

Last month I used a trip to the dentist to illustrate how no matter what business you are in, you can use the technology tools of today to connect with your customers.

Click here to read it.

Today, I've got an update.

Last week I got an email from my dentist as part of their new email initiative:

(I replaced his name with "My Dentist" and am protecting his street address too)

My Dentist, DDS XXXX East State Blvd Fort Wayne, IN 46815

Dear Kathleen Howard,

Every day more exciting and important information is being communicated electronically via the Internet. In the future, My Dentist, DDS would like to communicate with you via email, which will enable you to receive teeth cleaning reminders, schedule your next appointment online, confirm your scheduled appointments online and receive money saving specials. My Dentist, DDS would like your permission for the privilege to serve you more efficiently and conveniently via email.

If you would like to be part of this convenient online program, you do not need to take any additional action. If you prefer not to have My Dentist, DDS contact you via email, please see instructions at the bottom of this message, and your name will then be deleted from our emailing lists immediately.

We appreciate your business and look forward to seeing you soon.

Sincerely,

Your friends at My Dentist, DDS


The first problem is they used my wife's name, not mine. They sent it to my email account, not my wife's.

Very few families have "Family Email Accounts".

We have individual email addresses. Email is not like regular mail. If you address something to my home address, whoever gets the mail sorts it and gives it to the appropriate person.

The next problem is the content of this email along with the subject line which read, "My Dentist requests your permission."

I already gave permission last month at the dentist office when I gave you my email address.

And the content is written in a non-friendly, almost legalese style that does not reflect the nature of my dentist and his staff, whom I characterize as fun and competent. Yeah, my dentist is fun!

So what went wrong?

They need to make sure the people using the technology understand how to use it instead of just filling in the blanks in the email template without considering the recipient.

At the radio stations where I work, we recently fired someone who did her job pretty good.

Not perfect, but it seemed okay.

Turns out pretty good wasn't good enough.

Problems started cropping up because she was in charge of inputting data into computers and following specific guidelines.

She had the "Google approach". Google is forgiving, it helps you with spelling errors, makes suggestions, etc.

Our computer systems require perfection.

I discovered 6 mistakes that were made in one day, and I'm not even trained to work in that area, I just know how to check for errors.

So, use technology, but make sure the folks you put in charge know how to use it, and care enough to do it right.

By the way, that is NOT a picture of my dentist!