ReachCustomersOnline.com

Budgeting for Advertising and Customer Experience

Posted by TimSlavin at November 18, 2004

"So… a good chunk of every dollar the company earned went to sending potential customers to have a bad experience. A tiny percentage of those frustrated people would muddle through and become paying customers; the vast majority would click away, never to return.

Is this any way to run a business?

Believe it or not, it's the normal, accepted way business is run today in *many* companies. I know because I've encountered it again and again throughout Creative Good's eight-year history. $70 million for an ad campaign; $10 million to redesign the logo; a few thousand to "run a focus group" to assure the executives they're doing the right thing. Business as usual."

Great provocative thought piece from Mark Hurst at Good Experience, a company that focuses on how customers experience the online world.
URLs:

http://www.goodexperience.com/blog/archives/000036.php

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