You’re only as strong as the agency behind you.

My head-scratcher this week is about…

…how CVO raises the bar for agencies.?

We know that the customer acquisition cost is through the roof.?

We know there’s a lot of competition.?

We know that, as consumers, we want to feel like the company gives a damn about us.

And what’s a retail or eComm owner got to do when nothing works?

They look for outside help.?

They take all their metrics and pass the ball to an agency with the not-so-specific brief: “help me fix my business model.”

A mediocre agency will still act like it’s 2019 and tweak the KPIs in their control: CPA, CPC, traffic, open rates, etc.?

A fantastic agency, on the other hand, will change the conversation. It will be more about the business rather than the website or tactical improvements.

Curious to see how you / your agency stands?

Check this file that I’ve put together

It’s a fast reality check to determine whether your agency or the agencies you currently work with are aware of these strategic eCommerce metrics.?

CVO helps agencies evolve towards a more holistic approach to eCommerce. And that’s what you need to thrive in 2023.

Surely you’re struggling with acquisition costs going up.?

You need a partner - not just a hired agency that expects you to pay the retainer religiously.

You need someone who knows it’s about more than sending emails or spending your budget on Ads.?

That’s not your end goal.?

You really need to find someone who gets your business model and can help you progress with your company.?

So, how about finding this special someone?

It’s not going to be easy.

Marketers are still hypnotized by quantitative data. The type of data and insights you get from Google Analytics, for example.

I’ve been there.?

Convinced that quantitative research reveals everything we need to know.?

But quantitative data is never enough. It might show you what’s happening. But it can never tell you why it’s happening.?

And if in these current times, you’re struggling more than you did in the past, you will be forced to appreciate and nurture your customers more.?

Circling back to the agencies - you need someone who understands these subtle nuances by your side.?

(Or, if you run an agency - you need to get acquainted with the type of services only true CVO mastering provides.)

A basic agency will look at the trends inside your customer base.?

Where do they buy your products? How long was the buying process? How many customers returned??

What made them come back?

What makes them leave??

An excellent agency will go the extra mile for you and ask the customers about their decisions. You’ll see.?

Seeing all the insights that this qualitative part of the data offers is mind-blowing.?

With an agency that really understands your business model, you’ll manage to fix a lot. Not only the marketing but the product assortment and the customer journey itself.?

The Customer Value Optimization methodology offers all these insights and opportunities wrapped in a bow.?

And make no mistake - CVO isn’t a “nice to have” anymore for eCommerce.?

It’s not just a new sexy acronym, and it can’t be replaced by SEO, TikTok Ads, or whatever.?

It all starts and ends with the customer - and the Customer Value Optimization.?

And if there’s anything worth your attention and the title of North-Star metric in 2023, that’s CVO.?

Whether you’re looking for an agency that can propel your company miles ahead from where you are now.?

Or you’re an agency that can’t close profitable deals anymore because you offer nothing other agencies don't have.

Or you’re a professional ready to kick ass and stand out in the job market.?

For eCommerce and retail, CVO is the answer.

Without CVO?

Without CVO means without the proper customer research and without the proper data.?

Without CVO, you’re shooting in the dark, and that's no longer a strategy.

In 2023, that strategy will get too expensive.?

Not only to acquire customers but to keep the lights on.?

PS: I am writing a book about the CVO Revolution. You can read the?first chapter?here.