Customer Defection

:: Customer Defection ::


Customer Defection
The most intuitive place consumers look for branded products is "yourbrandname.com". Research shows that over 58% of buyers look to the brand website before making a purchase decision. By offering your products at the brand website, brands serve the needs of all types of partners and consumers, who are less likely to use search engines to find competitive products and are never exposed to competitive products they will find on partner websites. The cost of a lost sale is astronomical when it means the defection of a long-term consumer. A Harvard Business School analysis of over 100 companies in twenty-four industries showed that a 5% reduction in defections translates to a minimum increase in profits of 25%, with some companies seeing close to a 100% profit increase.

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