Readers of our column are not usually surprised that we point out how easy it is to *abuse* the features of technology. Companies that do not fully think through their customer's "experience" with their website, email or even simply their phone system put themselves at risk of annoying customers rather than inviting them to engage their services.

So here's yet another case in point:

On a recent visit to Advertising.com, which provides interesting opportunities to reach "150 million people" online via web ads, banners and other techniques, I decided to find out more about their offerings. Since there was no "specifics" of their service (just some cute, non-specific flash stuff) and no prices on their website, I was (ugh) forced to email them so "someone could contact me." Now, for starters, anyone who has had to do this before is probably shaking their heads: why wasn't more specific information and at least "general" pricing information available online? If Google and Yahoo offer search advertising and pay-per-click services with the prices right up front (in fact, the user controls the budget, not the other way around) then Advertising.com had better have something really magical if I had to wait for a person to get back to me...

But, in fact, it got even more annoying.

Upon filling out a form with a request for services and prices, I received this email (actual):

Thank you for your interest in Advertising.com. In order to direct your inquiry to the appropriate representative, we ask that you answer these additional questions:

In what city, state and ZIP code are you located?
Are you interested in advertising with Advertising.com?
If so, what is your approximate monthly budget?
Is there any additional information you would like to provide?

Based on this information, the appropriate representative will contact you shortly. In the meantime, please continue to explore www.advertising.com. We are posting new information daily!

AAAAAAAAAAAAAAAAAAAAAAAARGGGGGGH! Are you kidding me?

First, an "auto responder" is already annoying: it says: Hi, we're not here to pay attention to you know (and I realize some people do sleep) but this one was the PINNACLE of DISDAIN for the customer. Imagine it asking:

- "Are you interested in advertising with us..." - DUH!? What the heck did I just fill out your form for "more information" on your services for? Because I needed more stupid email replies for my collection?

And: "If so, what is your budget?" - Well, let's see: do I have to respond with the right figure - with five or six or seven digits - just to get someone from your company to respond to me? How the heck do I know what my budget is if I don't even know what the SERVICE is or what levels of ROI I might get?

But my favorite: "Is there any additional information you would like to provide?

Well, YES: I WOULD LIKE TO COMMUNICATE MY MARKETING NEEDS WITH A REAL PERSON!!! I don't want to TALK TO AN EMAIL! If you don't publish your product/service information or prices, and make me fill out a form AND tell me you're going to have someone contact me, then DO IT. Don't send me a stupid email "interrogating" me.

This is certainly NOT the way to pre-qualify leads. It's also pretty much INSULTING. And worst of all, it's a clear sign that SOMEBODY at Advertising.com doesn't understand just how WEB 2.0 works today. Nobody wants an autoresponder. Nobody wants to be "qualified" by an email. We want to connect, chat, type, video, INTERACT. And most of all: if you say SOMEONE will contact me, then MAKE IT A REAL PERSON.

So, there you have it; my new STAR EXAMPLE of how companies use email to completely insult, aggravate and most of all, DISCOURAGE prospects from working with them.

Now, make sure you're not doing this, either, right?

- M