4 milkshake
a friend. While you can accept almost any
mistake from a friend, it is hard to accept
one who breaks trust. “This means brands
must always put the needs of customers
before the needs of the corporation.
When brands do that, they don’t just
acquire customers, they build an army of
evangelists.”
Give them what they want
While the premise sounds simple enough,
providing your customers with what they
want, when they want it, is not that easy.
StubGroup CEO John Horn has spent
his professional career focused on this,
creating and delivering unique, successful
products to each client, every time.
So, when a customer leaves, finding
why can (and should) be an exhaustive
deep dive into the reasons. Over the
course of his career, Horn has seen a
variety of reasons why customers took
their business elsewhere. They no longer
see the brand as a solution to their needs.
They lose confidence. Their economic
situation changed. A competitor made a
more compelling, better offer. “Figure out
what your customer needs. Make it. Make
the customer feel good about purchasing
from you. Make business decisions that
show customers you value them—good
packaging, good customer service, etc.
Make good on what you promise your
customers.”
Sometimes that process is as easy as
are tricky, they can make a difference.
Traditional loyalty strategies are actually
very narcissistic. They are rooted in
validating how wonderful the brand is.
However, utilizing new techniques to
discover why customers leave will lead to
great understanding and potential growth
opportunities.
With broken trust one of the key reasons
customers leave the roost, it is imperative
that brands continue to find ways to build
bonding relationships. Rosenblum suggests
viewing the relationship between you and
IT IS IMPORTANT TO UNDERSTAND THE
CONTEXT IN WHICH YOU ARE REACHING
YOUR CUSTOMERS. YOUR COMMUNICATIONS
SHOULD NOT BE INTERRUPTIONS TO THEIR LIFE,
BUT INSTEAD BE FUN AND ENGAGING.”
— JOHN HORN, CEO, STUBGROUP
April 2022