Customer Centric

In a recent post, I spoke about the value of product placement or relocation in large corporate stores.  After some research and study, I found more information on the subject and have discovered some interesting truths. We are being “analyzed” more than you could possibly imagine.

My curiosity peaked with the visit to some university web-sites where they claim to have determined the value of customers.  Referred to as “customer lifetime value” (CLV), universities have developed some complex math as it pertains to our worth to corporations over our lifetime.

These figures have been determined by conducting “simulations”.  These simulations include the study of students in a controlled environment and the compilation of what is referred to as “data stacks.  Holy shit, we have been reduced to bacteria on a petri dish!  I have a question: do these controlled environment situations include the mom who decided to bring her flu ravaged, coughing kids to the store?

These studies measure our (customers) buying habits and preferences from cradle to grave (they can’t tell me when I am going to die, however, they know what I will buying and if I am happy right up to the end), thus providing them with the coveted CLV number.  In every situation the environment of these simulations can be quickly changed, hardly what I would refer to as real world.  For example; if a customer doesn’t like something, a racing pit crew-like team comes out and changes it, great stuff if you are living in a bubble.

After obtaining these CLV numbers they are placed in what most call “play books” where strategies can be determine by using the numbers.  Hold on a minute, I get it, the universities are going to sell this shit to businesses, somebody is always trying to make a buck!  So now we are being sold like a guide to controlling the itch and burn of hemorrhoids.

You really want to keep customers for life?  Get rid of these corporate behemoth warehouses we call stores and go back to boutique shops and specialty stores where everyone is treated like valuable friends.  Now, I realize that the lack of income growth in this country has given rise to the mega, super discounted stores that litter our landscape, so maybe the problem goes deeper than CLV.  With cheaper products comes no respect for customers.

However, I am of the belief that everyone’s dollars matter, and business should realize and respect this.  It is true that over 50% of this countries’ workers make $30,000 or less, but they work just as hard as those who make over $100,000.  No matter what your income, merchants should treat you like gold, not just a number in a university simulation!

Talk to Ya Later!

The Grumpy Old Fart Customer @2018 All Rights Reserved