S-Tier Customers by Channel

Yup, marketers evaluate success/failure by channel. It's just how it goes. I can count on one hand the number of companies I'm familiar with that measure the "quality" of the customers they acquire.

But my goodness ... YOU NEED to measure the number of new customers by "Tier". 

Why?

Look at this table, measuring new customer counts by Channel and by Tier.

Where do the S-Tier new customers come from?

• Email.
• Call Center (hint, print)

Where do all of the lousy new customers come from?

• Product Listing Ads
• Amazon
• Marketplaces

Remember, in my example, here are twelve-month rebuy rates by Tier.

• 36% S-Tier
• 27% A-Tier
• 23% B-Tier
• 20% C-Tier
• 16% D-Tier
•   8% F-Tier

In other words, the channels many of you have switched to in recent years deliver AWFUL new customers (in this example). Meanwhile, the "hard work" channels (i.e. Email) deliver mostly S/A/B Tier new customers.

Too many of us harmed the companies we work for ... listening to Lemonheads parroting Thought Leader nonsense. If we want our businesses to be successful, we need to do some hard work. Yes, I realize you don't want to hear that ... you're already stretched for resources. You'll need to find resources.

Also - notice the dearth of social media here (and video, geez). Social Media and YouTube are your modern prospect lists ... to use terminology from the 1990s. This is where you reach out to prospects ... at minimal cost ... teaching them why they'll eventually purchase from you! In my projects, I can tell when a brand prioritizes easy (paying for clicks) vs. prioritizing hard work (email, social, community, video). Hint - most of you prioritize easy. When you prioritize easy, you get a lot of F-Tier new customers who never become loyal.