One Way To Identify If You Have A Problem

Have you ever scored your new customers, based on the attributes of the first order they place?

I've been doing this for thirty years ... you can clearly see when your marketing team is failing your company by "bellying up to the bar" of easy, not-always-so-cheap Google/Facebook inspired customers.

For the brand I've studied for the past month, the story of the segment their new customers belong to once being acquired is ... telling.

• 27 Elite Customers
• 77 Loyal Customers
• 1,479 Quality Customers
• 29,394 Average Customers
• 214,604 Struggling Customers

If your marketing team is acquiring customers that are ... this ... disappointing, you might want to have a chat with them. Or ... your merchandise is so darn uncompelling that you might want to have a talk with your merchants. Or both.

You cannot acquire customers where 87% are already "Struggling". You just can't. You need to acquire "Average" customers, and then develop the "Average" customers. Or, you need to really work hard to develop "Struggling" customers. You need to do "something".

Does this make sense?

This is one way to identify if you have a problem.

Once the problem is identified, you have to do something about it.