If you treat your marketing channels as self sustaining islands, you miss the benefits of multichannel leverage. Channels work together to reduce buying resistance and increase motivation. Where the order is placed may not have anything to do with the motivation to buy.
Customer Relationships
Most companies consider customer care as an expense and make every effort to minimize it. While their publicity team touts their exceptional service, cost managers are pinching every penny.
There is something special about your company that attracts customers. It may be your reputation, products, service, price, or a combination. The one thing that tips the scale for people to morph from shopper to buyer may be slightly different for every customer.
Hit-&-run customers are elusive, exasperating, and expensive. They sneak into your database with the promise of long-term loyalty, but they never deliver. They purchase one time and disappear. Every marketing penny spent trying to lure them into the second order is wasted.
It’s easy to know why complaining customers stop buying. They tell you. But, what about the customers that go away quietly. One day they are shopping with a predictable pattern. Then they stop. No amount of data analysis will tell you why. If you compare their history with others who are still active, nothing seems amiss. They just stopped buying.
