Pre-Filling Forms: Show Customers You Value Their Time

April 21, 2010 at 7:05 AM Leave a comment

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.


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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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