Sometimes it only takes one comment to stimulate your
thinking. Phil provided that
comment yesterday in response to When
Brands Collide:
“You know, Internet service providers noticed the
same thing. At first, they thought we would never change our e-mail address, so
they
thought we were trapped.” [Emphasis Added]
The premise of yesterday’s post was that people are finding it easier
to move from one product or service to another and they’re doing so more frequently.
A change that might have taken them years to
make, now takes months or weeks.
Unfortunately, while consumers are finding it easier to change or replace products, many
companies
are finding it more difficult.
Rather than creating products, services and features
their customer would value, they turn to “stickiness” with a flawed intent.
They believe they can trap customers on
their platform.
That used to be true – but times have changed.
The only true stickiness is a phenomenal,
accessible, and relevant product!
Hi Jen – yes I remember those times (lack of choices) – I worked at AT&T when they were the only phone in town! Look what happened!
True, true.
Some companies have stubbornly retained the idea that consumers will stick to a certain product as long as they are satisfied with it. Unfortunately, while nothing may be wrong with the said product, something better or “shinier” (as my friend likes to call it) can come along and easily sway them away.
I don’t blame those companies though… There was a time when consumers didn’t have a lot of choices. However, times have changed, haven’t they?
Well good for you, Karin! I’m sure you are (will be) successful.
Hi Ann
“The only true stickiness is a phenomenal, accessible, and relevant product!”
And if that phenomenal, accessible and relevant product is provided through/with/by a phenomenal, accessible and relevant service (or should that be provider?) things get stickier even more.
(And we keep on trying to do both ;-))
Karin H. (Keep It Simple Sweetheart, specially in business)