August 01, 2008

Multichannel Forensics A to Z: Isolation Mode

In Multichannel Forensics (book, study), Isolation Mode becomes a thorn in the side of the marketer.

Isolation Mode happens when customers are not willing to try another product, brand, or channel.

Isolation Mode happens all of the time.

It happens when the Google shopper gets frustrated because you mailed a catalog (or sixteen catalogs) to her.

It happens when the retail customer refuses to shop your website.

It happens when the drive-through customer will not physically enter your fast food store.

As marketers, we like to believe we can cause customers to fundamentally change their behavior. We've proven to ourselves a thousand times we can do this. We increase response by fourteen percent if we offer free shipping. We increase basket size by eight percent if we give the customer a "BOGO".

Fundamental customer behaviors seldom change. When you use an ATM machine to withdraw money, that is your channel of preference, and no amount of marketing is going to get you to withdraw your money differently.

The Multichannel Forensics expert takes advantage of Isolation Mode. She doesn't try to force the customer to do something she doesn't want to do. She takes full advantage of natural customer behaviors illustrated via Isolation Mode, Equilibrium Mode, Transfer Mode, or Oscillation Mode.