Brand loyalty a two way street.

I have been having trouble with bloody Optus, again, my exclusive supplier of communication services. They simply cannot seem to get anything right, clearly the left hand has no idea, and I suspect do not care what the right hand is doing. Their customer service does not talk to their accounts who will not talk to their technical service, who do not talk to their retailers, a real dogs breakfast.  Frustrating in the extreme.

Yesterday, I got another call from some young bloke in their call centre, reading from a script telling me how he had a great deal for me because I was such a loyal customer. Pity they are not a loyal supplier!

How good would it be if they actually did care, and showed it by any one of a number of means at their disposal to make my digital  life simpler, cheaper, better integrated, more transparent, and easier to manage. Allocating obviously anglo names on their call sheet to those in their call cantre whose first language was English seems a pretty logical step.

Loyalty runs both ways, and those very few businesses that make the effort to act in their customers interests, rather than just their own,  usually do pretty well. There are the big ones we all know about, but there are also small businesses around that make it easy, pleasant, and “human” to  conduct a transaction, so you come back for another  one, again, and again.

Customers are always looking for a better deal because that is all that these dills have left them. If any of the telcos reduced the customer churn by 0.5%, a seemingly modest target, they would be way in front, because they could reduce advertising and re-contract costs, cross sell more easily, and reduce their “service” costs by doing something right first time. 

Genuinely caring about the customer experience, being a bit loyal to their customers seems a pretty good way to start, a customers loyalty to a brand needs to be earned, it will not be given away to those who do not deserve or value it.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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