This morning I received a request from Amazon to review a book that I bought from them three weeks ago.  I was in the midst of preparing for a capabilities presentation and needed current resource material on Microsoft Dynamics CRM 4.0.  The book was a great help and now sits on my desk as a useful reference guide.

The part I find interesting is that there is no question this is an automated messaging system from Amazon.  It's pretty clear to me that a person didn't send this request my way... and yet, it felt like a personal request.  The request was very timely (less than 30 days had passed - they told my purchase date was March 13th); and it was relevant (I bought the book to make me smarter in my business) and the request appeals to personal ego (I mean, how many of us like to give our "expert opinion" when asked?).

Amazon has set up a systematic method to engage their customers and pull them back into a relationship with their company.  Each one of us should be doing the same.

Automated messaging systems, like the one Amazon uses and continually evolves - take time to build, but they can be very effective in maintaining and strengthening relationships.  They are also very efficient and improve profitability.  If you're worried about performing well in a recession - spend some time on automating your sales and marketing processes now.

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