“Capturing Customers”, “Luring Customers”, “Attracting Customers” and “Keeping Customers” are all terms used daily in marketing departments. They invoke images of carefully prepared fly patterns, practiced casts and the adrenalin of a good strike, ending with the satisfaction of a catch of the legal size, a ‘keeper’.
Many organisations view customers in the same way that the fishing industry viewed Atlantic fish stocks. Stay with me I’ll make this work.
Some marketers, (not you gentle reader) allow various product managers to fish the same customer waters day in day out. They use nets, lines, perhaps even explosives,in fact any technique they can to catch all the fish they can for their product line. Large fish, small fish, dolphins and seals, no matter, the sheer weight of fish is all that matters, catch them and the folks in accounts or risk management can sort them out later.
But it can’t go on forever and interesting things happen as fish stocks deplete...