The most valuable interaction you can have with a customer is face-to-face. Short of a lunch date, a Skype or phone call are super valuable too.
I think most people realize the significance of shaking hands and looking someone in the eye. But I bet you’re not tracking those interactions in your analytics software or CRM. Most people aren’t.
I’m guessing you track pageviews and opt-ins. Even webinar attendees and email deliveries. How much effect does a single pageview have on sales? On lifetime value of a customer? Will a single email turn a customer into a brand evangelist? Unlikely.
On the other hand, having lunch with a customer, or even jumping on Skype for 10 minutes, will do wonders to make a sale. On top of that, I’d bet money that a quick chat will extend the lifetime value of those customers.
Customers who interact with your brand on a human level instantly become more valuable. Once they can put a face on your brand they are a lot more likely to tell others how awesome you and your product are.
What’s my point? I have two.
- Stop worrying so much about all your stupid metrics. They aren’t THAT important compared to real human interaction.
- Start tracking those human interactions. You should have events called “Skype call” and “In person meeting” that get loaded to your analytics platform. I guarantee you will see a ridiculous spike in customer value for those that had a positive face-to-face with a real person in the company.
If you have questions about how to set that up in KISSmetrics, mixpanel, Google Analytics, or anywhere else, leave it in the comments!