Had a bad start of the day. It’s 6 am and I can’t sleep, so my mac is always a good date. So here you go – an early quote, which will get the day of mine kickstarted in the best possible way..
“It is the thrill of the chase” – “Landing new customers is sexy, like cavemen slaying a gazelle on the grasslands. Keeping current customers, like gathering nuts and berries or growing a garden, is hard work”
It’s from Huba and McConnells fantastic Creating Customer Evangelists, talking about how much it cost to gain a new client compared to nursing the existing. But the marketers seems to focus mainly on gaining clints. And I must add, the advertising and media industry is not so much different; the industry keeps focusing on pitches and new bizz… It’s more fun to go hunting! But could we see this in another perspective…? I see the problem as this; it is not the customers being illoyal today – it’s the marketers being illoyal to their exiting customers. And thats is a bigger problem than the other!