Re: UKNM: Customer retention

[Ben Thompson]

Phil,


I can't see what customer retention has to do with Usability. Heck I used to

work at Boo. Ian T, myself and any of the other 300 employees who paid

attention, know large amounts about how not to run, manage and design sites.


Simply put, and from dire experience a site that is poorly designed and hard

to navigate will ensure that you don't have many customers to retain in the

first place.


Terry,


Its like all marketing, half of all moneys wasted, trouble is no-one knows

what half.


Also, as the web makes many costs virtually fixed there is probably little

point identifying the good customers compared to the bad. For instance think

how much an email costs to write relative to the cost of sending it. For the

website to be built relative to its on going running costs. Chances are the

costs of retaining the good customers is probably 90% of the cost of

retaining both the good and the bad ones. And you can't identify them as

well as you think you can.


My original question was based on some observations over the past week and

on this list.Especially a couple of sites (not naming any names) who appear

to going out of their way to encourage new customers (and their old

customers to pretend to be new ones).


As is often the way though the questions above are probably more interesting

then the original one. Especially, how do you identify the bad customers

without removing any of the good ones?


Ben

--

Give your visitors �1,000,000 reasons to return.

Add a LottaLotto.co.uk lottery to your site.



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