So many times we concentrate on a transaction value instead of the lifetime value of a customer.
When I worked in the coffeehouse business, we were trying to come up with a way to show franchisees and their employees that we didn’t have the luxury of a bad customer service experience.
We needed to show them that customers who walked in once, but didn’t come back, represented far more than that one drink.
And it had to be meaningful and based on fact.
