Where the good ol’ days used to see customers stick with a brand they loved as if they were old pals, nowadays customers jump between brands, batting their eyelashes at one, and then flitting across to another like some floozy harlot.
In the age of the consumer, where the consumer is the conductor in an orchestra of brands, customers are basically flirts, according to Bernie Brookes, former CEO of retail giant Myer.
“If you think about any business,” Brookes said, “it used to be that you’d have the customer for life. Today, customers are flirts. They will go from one brand to another brand. They’ll go from one car type to another car type. They’ll fly Qantas or Virgin or some of the discount airlines very, very easily, where previously it might have been they were stuck to a particular brand.”
Speaking to B&T at the Customer Engagement and Loyalty Conference in Sydney yesterday, Brookes believed the volatility of customer loyalty in today’s world causes marketing to be just that much trickier.
“It makes it very hard for marketers when you’ve got customers that have all of the information at their fingertips and the ability to change provider or product or service is so simple,” he said.
“That’s the nature of business today.”
And yet, not all is lost is one of your previous loyal customers does the dirty and switches to one of your competitors. Rest assured, there’s always a chance to get them back.
“Everything is shorter than what it was,” said Brookes. “And what’s shorter also is people’s memories.”
If someone has received shocking service from a brand, you needn’t shove the work experience kid out the door as fast as you can. Instead with the right pricing, structure and timing, Brookes said there’s still an opportunity to nab their loyalty again.
“You should never say ‘never again, we’ll not get that customer back’,” he said.
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]