August 09, 2008

Multichannel Forensics A to Z: Loss

A depressing outcome of a Multichannel Forensics project (book, study) occurs when you cannot find a way out.

You observe a business that is struggling. You calculate the retention metrics, only to find that the business is not retaining customers at the same rate it used to retain them, even though marketing expense to existing customers is increasing.

You focus on customer acquisition, only to find that the business is acquiring fewer customers at a greater expense.

At this point, Multichannel Forensics cannot offer solutions. Multichannel Forensics can only show you how fast the ship will sink.

This is often the case when a brand is losing money. The methodology simply shows how fast things will deteriorate. Only leadership can experiment, can try different things to find a way out.

Omnichannel Customers Are The Best Customers

Omnichannel customers may well be the best customers. But that doesn't mean that the omnichannel thesis caused customers to become be...