How valuable are your customers? Everyone says that multichannel customers are your most valuable asset. In most cases, they purchase more often, have higher average orders, and better response rates. It seems that if we could magically transform single channel buyers into multichannel mavens our growth would be unlimited.
Customer Relationships
…is a quick response to your experience. The Internet is a wonderful tool for communicating with customers, if you use it. My comments on July 31st about a Dillard’s shopping experience received a quick reaction from one of their employees. It seems that they are working to improve their brand.
The challenge of multichannel marketing isn’t connecting with our customers. The Internet allows us to do that with ease. Logistics is the limiting factor that keeps a company from reaching its potential.
Before it is all over, more multichannel companies will close their doors and/or file bankruptcy. I hate it for their employees and shareholders. It is sad to see folks lose their jobs and investments. My empathy does not extend to the management teams who are systematically committing corporate suicide. They are simply reaping what they have sown.
It is a question that haunts marketing executives and business owners. Everything will seem to be going well with the customer/company relationship. Then, it happens. The customer goes away. There wasn't a warning, a complaint, a farewell. One day the customer simply stops shopping with your company.
