Quite often in marketing, we focus on the “Acquisition” aspect of the formula. How do we make someone aware of what we’re selling and then get them to buy it? And usually, the marketing team will get laser focused about the campaigns they are running, evaluating whether those campaigns are being successful.

But only the savvy marketer will audit the entire company. Is there anything else going on in any other division, where customers are literally being driven away?

Let’s take a personal example. Years and years ago I bought an Acura from Acura of Seattle. No, out of good marketing, personal laziness or just because I don’t know any better, whenever I need something fixed, or just to buy a certain part, I call Acura of Seattle. The number is even in my Contacts List. (Well, it was. Not anymore. Thanks Apple. Different story.)

So I need a simple part, so I call the guys down at Acura of Seattle. They don’t have the part, but it can be there in a few days. No big deal. Inconvenient, but not inconvenient enough for me to go looking somewhere else. But then comes the kicker.

Acura of Seattle: “We’ll need you to come down and pay for it in person, then we can have it sent to you.”
Andy: “I’ll just give you my credit card over the phone.”
Acura of Seattle: “Can’t do that. Need you to drive down to Tukwila and pay in person, then we’ll ship you the part.”
Andy (Staring at phone): “Or I can call Acura of Bellevue.”

And so I call Acura of Bellevue. They need to order the part as well, but tell me to just come in tomorrow and it’ll be there for me. Done deal.

So when it comes time for me to buy a new car, it really doesn’t matter what kind of clever marketing campaign Acura of Seattle throws at me. Facebook, Twitter, Direct Mail, it really doesn’t matter. All I’ll really remember is that Acura of Seattle wanted me to drive to Tukwila for no reason and Acura of Bellevue was helpful.

Moral for the marketers: Find out if other parts of the company are crushing your campaigns…