ChannelNext 2014

Avoid "Decisions By Pocketbook"

For example, perhaps customers are accustomed to overnight delivery and this is perceived as an added value. But in order to reduce costs, the decision is made to drop overnight shipping. While this will trim expenses to some extent, the impact on customer satisfaction could be very negative and thereby very damaging. It is critical to avoid making decisions that focus only on short-term profits and incentives. Think long-term.

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