Budgeting for Advertising and Customer Experience - 8 February 2007

A couple of years back, a potential client contacted me about improving her company’s website. It seemed like a good fit: the company was (and is) an established, profitable company; and improving the customer experience would, without a doubt, create significant gains in metrics like revenue and customer acquisition. The site needed help, customers were frustrated, but with a bit of work the business could enjoy enormous returns.

The problem came when we talked about fee. Creative Good was too expensive, she said, because her boss (the CEO) only wanted to spend a few tens of thousands of dollars per * year * on anything dealing with the customer experience.