by Kas Kunz
You can make business decisions based only on the numbers, but customers don't perceive or buy things just by the numbers. You cannot always track the intangibles, but they still affect your bottom line. First and foremost whether it's business to business or business to consumer the driver to buy is emotion. The rationale for the purchase comes later.
When you decide to outsource your support for cost cutting measures only did you take into consideration how that distances you from your customer? What are the motivators for the third party provider? Does it match with your customer's expectations with your business? Will they continue to be your customer? What is the cost of getting a customer? What is the cost of losing your customer?
If you decide to close an avenue of customer communication on the Internet, because of cost or lack of internal support and time do you just abandon the project and leave it like an abandoned building? What perception does this give to your customers?
When you decide to cut back your advertisement, how does this impact your visibility in the marketplace? How does this impact the number of inquiries or leads? Maybe a better approach is to change where and how you raise your visibility in the marketplace?
Here's some interesting research just published by eMarketer.com.
What perceptions are you unknowingly giving your customers?