How One Customer Data Mistake Can Ruin Brand Loyalty

You and I have had a relationship for so many years now. It has always been a relationship based on give-and-take: You allowed me credit, I paid interest, you stored my money. Our relation did not excite me, nor did your brand make me particularly proud as a customer. But after all, I felt in good hands and – more importantly – I did not spend many thoughts on us. With you I felt safe and that’s why I did not look for another partner.

But now, all of that has changed. And it all happened because I got married 4 years ago.

I am sure you did not get jealous. We do not have that kind of relationship. In fact, you probably don’t even know what you have done. I’ll tell you: With my marriage, I adopted my husband’s name and informed you, sending a copy of my new ID and my marriage certificate to you. After that, I received some new cards from you, with my new name, and addressed to my new name as well. I was happy. So, the two of us went back to the situation which I like most about our relationship: I did not spend many thoughts on us.

A few years later I received a letter from you regarding one of my bank accounts. But this letter was sent to my maiden name. I felt annoyed. For the first time in our relationship I was not sure that you were the right partner for me. I wrote to you, asking to please update my name in all your records. Because no matter how many records you may have, I am not more than one person, right? Time passed and we went back to kind of normal. But your reckless way of handling my data was still in the back of my mind.

Some weeks ago, it got even worse. I yet again received a new card for one of my accounts.