In my book, Evergreen, coming out in January 2015, I talk about organizations and their pervasive addiction to the new customer. They’re addicted to sex and forgetting to love. The marketing for new customers is glitzy, glamours and sexy. But retention, the keeping of who you’ve already got is boring – or so we’ve been told.
They’re forgetting to love the customers they’ve already got as if the new customer offers something the existing customer cannot. This costs organizations a lot of time, money, and undue stress. Of course, there’s a better way and I’m helping my clients see the light.
What’s interesting is that we can see the same thing happening in small towns across North America.
I discussed this in a recent talk at TedX. Check it out here:
