Do you really care about your customers? Your marketing communications tell the story—for better or for worse.

I have been a customer of a certain company for over 20 years. Yet, more often than not, I get seemingly great offers from them in the mail, but upon perusing the fine print I discover they are for "new customers only."

Other mailings I receive misspell my name, or they address me as "Dear Friend." Am I your friend?

Reflect back on the last three communications you received from a company with which you do business. What were they? Most likely, they were marketing pieces that someone at that company deemed important to send, such as an upsell, sales offer, or simply a bill or invoice. Now think about what you might have preferred to receive from that company. Acknowledgement of your longevity as a customer? A thank-you note? News that is important—to you?

Every touch from every department is marketing, whether or not the communicator has the official title of "marketer." Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs?

Consider what the following communications say about your company.

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