Good morning, Marketer, keep your friends close and your data closer.
In American football, offensive linemen dread hearing their name in the news. The only time that happens is when something has gone really wrong. Similarly, customers only talk about CX when something is wrong. And that’s the best case scenario. More often they just give up and go away.
Pre-digital it was really difficult to find out about this. How do you count the people who almost enter a shop? Today, fortunately, we have all sorts of ways to do just that. There’s session times, knowing exactly what page someone was on and what they were doing right before they left, and more. Now the person who almost entered the shop is a great data source.
One thing you might want to do to supplement all that information: Use your own site. Some things you can only learn by doing.
Constantine von Hoffman,
Managing Editor
