How to Manage Customer Touchpoints

The typical cataloger’s response has been the following: Try to cut the cost of doing business, perhaps by reducing staff or implementing other cost-saving programs; or attempt to increase circulation, which, perversely, can result in aggravating already-escalating postage and paper costs. One large computer marketer recently sent its multi-page color catalog to a long-dormant customer—in triplicate! Other catalogers have unleashed often ill-advised price reductions or promotions to artificially boost sales at the expense of profits.