Written by Colin Withers on November 11, 2015
in Events, Thought Leadership

On October 29th in Toronto and November 10th in Winnipeg, Ariad’s Senior Vice President and Head of Strategy Mark Michaud spoke at Canada Post’s Think Inside the Box conference about one of Ariad’s recent whitepaper topics – premachurn™, the phenomenon of losing customers during onboarding before they fully convert.

This is something we see all too frequently across all business verticals. It’s a failure with potentially huge cost implications. First, there’s the money and effort spent acquiring customers who never fully become customers. Then there’s the long-term cost – the potential value of those customers to your company over their lifetime.

Fortunately, premachurn is a problem that can be addressed without a massive enterprise transformation or technology project that can take years to deliver – and marketers are just the people to do it. Why marketers? Because they have the skills, insights and tools needed to fix premachurn, namely:

  • A singular view of brand, customer and user experience
  • The ability to create compelling experiences and interactions throughout a customer journey
  • The knowledge of what it takes to not only acquire but keep customers and ultimately turn them into brand advocates.

So, how can marketers fix premachurn? By mapping and understanding thier customer’s journey and providing content at specific pain points to ease them through the onboarding process. For the full story, download the whitepaper here.

Mark’s presentation sparked some great feedback from attendees at both conferences. Here are a few tweets from members of both audiences:

We’d like to extend a warm Ariad thank you to Canada Post for inviting Mark Michaud to this year’s conference.

Colin Withers is the Brand & Communications Manager at Ariad Communications.

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