2 ms·
They're even wondering whether a self-help online customer service module might drive down overall loyalty and LTV if it drops the number of customer call ins c
by andreyf 17y ago
They're even wondering whether a self-help online customer service module might drive down overall loyalty and LTV if it drops the number of customer call ins considerably.
My wife is a "LT customer" of diapers.com, and this line made me think back to why: it was because they once shipped the wrong item in place of what we ordered.
When my wife called up the service line, she was surprised at how quickly they helped her out, that they overnighted the correct item, and that they didn't ask for the wrong item to be returned. Considering that I imagine that "ship the right items" is one of the first things a business like this would get right, and that (the LTV of a customer) > (overnight cost of baby cream), could it be that the mistake was intentional?
- hiro 17y agoHighly doubtful, but interesting thought. Talking to the guys at Diapers.com, they want their customers to be happy the first time around. On the off chance they're not, they want them to be absolutely delighted the second time. I'm also pretty sure that the extra cost incurred by including the "mistake item" as well as knowing you're discretely increasing demands on customer service might make the customer acquisition cost not worth the lifetime value.