I am sometimes puzzled by the customer experience I face when using a new online service, and I try to imagine the process used by the team who came up with the customer journey that I found annoying while using the service. An example is how some online services are using noreply@domain.com emails.


Latest example (I will not hide the name of service) where I am buying food online and receive this email: at the top of the email you see a clear “noreply@” which makes you think the company does not want to hear you complain about your order whatsoever. Then the order is described and you reach the bottom of the email where that same company provides its email address in case you want to contact them:

First point: it’s too late to provide the email address at the end in the signature, the message to the customer is already clear and a bit arrogant: this company doesn’t want to be bothered by customer complaints.

Second point: why would I need to look for the email address in the signature while it would be much easier to reply to the email, should there be any good reason to inquiry about the order I just made? It just make life more difficult and create friction.

On the other hand, some practice that I see more and more is a personalized sender with a fake first name, which intends to create some kind of emotional link between the customer and the company.

For instance in the previous example, they could name the sender “Mary from TheCompany” who would send the order details, and the email could be mary@thecompany.com or customerservices@thecompany.com so that customers can simply reply to the email if needed. The process of replying to an email was made for that, no need for another more complicated and geeky flow.

Just my 2 cents of the day on this bad customer experience.