Archive for the ‘Customer loyalty’ Category

Is often spoken of the need to orient companies toward customers, not the products.  All these aspects give us an easy read and clear: there is a part of the sector capable of creating and operating their advantage at the level of costs, access to low cost of technological innovation, productivity and standardization of supply and sustainable development strategies marketing that generate more users.

But can we admit that we are creating satisfied customers or users made up?

The current reality is that we belong to an industry like any other, tends to standardization and globalization, and that this standardization of services takes advantage of strong demand that generates three immediate symptoms:

1. The low investment in customer loyalty
The reality is that generally invest too much in communicating what we offer and pay little attention to internal flows (the-how-it offer). We have constant attacks Marketing myopia, investing large sums of money to attract customers, create campaigns, create strategies and promotions … but it seems that we do not realize that our migration rates are the same as five years ago.

2. Systematic copying services and concepts and non-creativity
We spend too little time to create an internal traffic information and training in our companies. This hinders creativity and worse if we consider the ignorance we have about the “promise of value” that our customer asked us to join, and ultimately met or not, too often we choose to copy what the competition, with the confidence to fight with the same weapons (but the “promise” is still there but we decided that this issue is not going with us).

3. The non-differentiation from competition
The result of all this is that when the difference becomes something more objective than a few square meters more or less, that some machines more or less, and that a low or so, we face a problem of systematic imitation of services concepts and sales messages, and this is not creative.

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