Organizations collect so much data about us but they too often fail to add a field that would make a difference: that of preferred name. I’m officially an “Elizabeth” – and no offense to others with that name who like it, but I most definitely do not.

So, when I receive mail or an email to “Elizabeth” I know that it’s someone who doesn’t know me and they lose points for pretending to do so. How hard would it be to ask “preferred name” as one of the zillion questions on forms you need to fill out and then to actually use it?

I received an email yesterday that not only used Elizabeth but wished me a Happy Birthday (on the wrong day!) What they meant as a nice public relations/customer service gesture backfired twice. They would have been ahead not to send it at all.

Marketers know that the sound of your own name is a key component of messaging. A rose by any other name would smell as sweet, but if you’re a Rose and someone refers to you by your official name of Rosa, it’s just not the same.

p.s. Trivia: my lower case “beth” came from crossing off the Eliza part of the name and little b beth is what remained. Elizabeth

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