It came up again today in the Q&A session following my presentation. How can a company cost-justify allocating resources to enhance the customer experience-where’s the pay-off, where do the funds come from?
 
  Here’s a statistic that should bring the financial justification into perspective.
 
  One in five customers walked out of retail stores in the UK because no one waited on them! These people made the effort to come into the store to buy something and left without doing so.
 
  What does this do to the ROI of the marketing efforts that got them into the store? What makes more sense (and dollars)-spending more money to get more people into the store or investing in an in-store experience that captures the business of people who walked out?

Posted by John Todor on Wednesday, July 12th, 2006 at 2:11 pm.