I heard someone recently lamenting consumer promiscuity. They went further and said they despaired of a world where 40% of marriages ended in divorce and where employee loyalty was generally absent.
I believe behaving like a lemming, staying with a partner marital or commercial when it isn’t working despite your trying isn’t loyal. It’s stupid.
Anyway if you have a great product and service promiscuity is exactly what you should be seeking so people try other people’s offerings and realise just how good yours is as gratefully they come flocking back.
Brands like BT use this as a key plank in their strategy.
But I want to think about loyalty the other way round.
About loyalty by the brand to the consumer and by the employer to the employee. That’s been pretty absent too hasn’t it?
Just why should the consumer be loyal if the producer has taken cost out of the product, moved production offshore and cut back on R&D? What investment is he putting into retaining your custom?
And that employee who’s constantly reapplying for his or her job, being bullied, trained in idiotic practices and given (in contrast to the board) tiny salary increases…what has the employer done to merit their loyalty?
Politicians are also not immune to demanding tribal loyalty too.
No chance.
It seems to me we should all become exceedingly promiscuous and behave like commercial wantons. Phone your bank and ask them to re-pitch for your business – write to a shortlist of the others and make them say why you should give them your money to look after.
Do the same with your supermarket by having little affaires with the others.
Check out your insurance provider. Say “hey you are too expensive…what are you going to do?”
Taste and check out all your most often buy brands – are they still as good as they say and you remember or have they been overtaken? Kellogg, Heinz, Cadbury etc.
Have some fun in this age of austerity. Spread your wings and become a consumer swinger.
Posts
No comments:
Post a Comment