December 19, 2006

Seeing as how, "I am the person of the year" according to Time. This post is going to be about me. Or at least -- it is going to be about a slightly-puzzling, never-will-understand-it Christmas shopping experience that I had on the weekend.

At some point in the past few months my wife made an observation upon seeing a TV advertisement for a certain product (to remain nameless in case she reads this) that "that would be really good to have". Being an astute listener, I immediately logged the helpful tidbit away with a mental note. Of course, this was completely forgotten until a flier came in the mail last week from an establishment that too will remain nameless (let's just say it is very much Canadian and sells a whole lot more than Tires). There it was: front and center... and on sale to boot.

A quick trip down to the store where they had a clerk handing out the same flyer at the door. I asked him where the said object was and he directed me towards a specific aisle with a holiday smile and a nod of his head. This dreaded holiday shopping was a breeze I thought momentarily -- and then I saw the lineup.

After waiting in line for 20 minutes -- having literally moved forward by only one shopping cart because someone closer to the front than I jumped ship -- I too "abandoned my shopping cart". That's right, there is nothing metaphorical here. When I glanced back, it was somewhere between the motor oil and the kitchen appliances. And I walked out.

So let me ask you: there has been a lot of discussion about measuring the cost of customer acquisition ... but does anyone have any good stats on how much it costs to lose a good customer? Ping me your numbers.

Posted by at December 19, 2006

Comments

Jewel email - www.jewelrygarnet.com

I don't have numbers, but I can say something. It is easy to lose customer, but much more harder to earn him

Mike Franklin email - tillamookcheese.com

It would depend on their degree of loyalty to the brand...but I have heard stats...if a customer has a good experience they will tell 6 people...but if a customer has a bad experience they will tell 20 people....However, to lose a loyal customer, it may take several attempts (poorly executed programs)...This is a good question, send the answer, please...

Thanks,

Mike

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