How many customers did you lose today?


I found Rita McGrath note on lost customers very instructive.  Please note particularly:

“From my vantage point [on a Café Nero in a train station] just opposite the entrance, I was able to observe customers coming and going. I was fascinated to see how many of them came and went — without buying anything — because they took one look at how long the line was and abandoned their coffee mission then and there. Intrigued, I started to count. Fully 3 people looked at the line and bailed on the thought of purchasing for every 1 person who actually made a purchase. Imagine — the café would have increased its business by 300% if everybody who thought they might like a coffee had been converted into a coffee buyer. And this is at a train station, where people risk missing a train if they stand around!”

How Many Customers Did You Lose Today?

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Experience, Customer Loyalty, Customer Retention. Bookmark the permalink.

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