The traditional purchase funnel is out of date. It focuses on linear processes when today’s shopping experience is cyclical. It focuses only on marketing and sales even though it should also include customer service. In the Digital Age, software companies must understand that its most important resource is the customer.
Perhaps the most surprising piece of data here is that according to the Annual Mystery Shopping Study, only 10 percent of online merchants offer “stellar service.”
Ultimately, the consensus is that customer acquisition is more expensive than customer retention. If 80 percent of merchants believe they deliver excellent service, but only eight percent of customers think that’s true, it’s time for merchants to improve their service. It’s not just about helping your customers. The right action here is also the profitable one.