A few months ago, I wrote a piece on this site about generic error messages and how they reflect an organization's data-management practices. I believe that they say quite a bit about how an organization values data management and, more generally, data.

In the post, I skewered Enterprise Rent-A-Car. Make no mistake though: plenty of companies communicate in a way that makes customers question the extent to which they value data.

After its recent data breach, retailer Home Depot sent the following e-mail to its customers. (I know because I received one.)

See a problem with this message?

I'll give you a hint. My name is Phil Simon, not Valued Customer. I'm guessing that yours isn't either.

Why Home Depot wouldn't do a simple mail merge is beyond me. If the company possesses my credit card information, purchase history, mailing address, and credit card information, surely it knows my name, right?

Don't get me wrong. I wasn't expecting something like this:

Sorry about the breach. Our bad. But don't worry, Phil. We're still on track to deliver your Foundations 4-inch Centerset 1-Handle Low Arc Bathroom Chrome Faucet by October 22nd. Now you can finally clean those pores you've been neglecting and you won't look as pasty in your Facebook photos like this one [insert link].

That might have been a bit creepy and even insulting. (Me? Pasty?) Still, there's definitely space between personalized and creepy, although perhaps it's a fine line.

Simon Says

Tread lightly when dealing with data breaches. The public is going to be justifiably concerned about forthcoming headaches, fraudulent charges, and identity theft issues. At the same time, though, don't overreact and genericize your customer communications to the point of being impersonal.

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What say you?