Pre-Filling Forms: Show Customers You Value Their Time

I love it when a company takes the time to make my life easier by pre-filling in forms accessed through personalized emails. It speaks volumes about their interest in me as a customer, and it lets me know (should I be interested) that they have their database act together.

Conversely, I find it irritating having to give information I know they already have, even if it’s only my zip code. It makes me feel like a sucker – I’m doing their work for them – and it makes me suspect that the company is technologically illiterate.

Want to make a good impression? Pre-fill forms whenever possible.