The customer is always right, but…
Some customers have negative CLV (Customer Lifetime Value) because of too many returns, complaints, and support requests. Don’t be afraid to block those customers, but do it very, very smoothly.
I wish we could have a customer score similar to the popular “credit score”. Based on a visitor “customer score”: we could decide to reject him, to deny him of free shipping, or to offer him an additional discount. We don’t have a customer-score, but as soon we find out a customer is toxic, we need to block him from wasting our time and our money.
Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.
If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com