What are you doing to optimize that spend ratio in 2013?
Are you planning on investing in a/b testing, usability tests, heuristic/expert evaluations, optimization software. customer journey analysis, personas, or marketing optimization training and mentorship?
Not dissimilar to traditional in-person sales, where many firms devote tons of resources to new customer acquisition and almost nothing to retention.
@rogerdooley This is the typical cell phone company plan. Isn’t it?
@Roger @Bryan – Yes! Which is insane, especially since the cost to acquire new customers is, on average, almost 10x what it costs to retain them. It’s not far off from the same costs to hire versus retain employees.
Ohhh, love this infographic! When you see it like this, it’s hard to argue, but so many companies just don’t get it. And too often the folks who are responsible from throwing tons money at advertising aren’t connected to the folks who are trying to give their customers a better experience. The live in their little world of narrowly-focused KPIs without looking at the whole experience. The customer experience is such a key part of marketing. #preachingtothechoir 🙂
92:1 sounds good, but what’s the source for this number? Same question regarding the various stats that are so artfully displayed?? Thx.
The 92:1 data source is TeaLeaf. The ZenDesk infographic provides the sources on the bottom of the graphic.
Bryan, I am trying to track down the teaLeaf quote you referred to above. can you please point me in the right direction? Do you recall what TeaLeaf document it was in? Thanks
http://www.tealeaf.com/news/news-releases/2010/Tealeaf-Survey-Reveals-Online-Retailers-Potentially-Lost.php
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Companies spend $92 on Driving Traffic Compared to $1 on Customer Experience by @TheGrok
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[…] But is this really justified? Of course customer acquisition is an integral part of any business. But, while marketers spend so much money on getting people to their websites, they often forget about the users once on their site! In fact for every $92 spent on driving traffic to websites, only $1 is spent on user experience within the site. (source) […]