Series: Loyal customers a valuable treasure (part 6/9) it should be actually the biggest entrepreneurial effort, to do everything to make expensive acquired customers loyal, always again customers and thus distribute the acquisition costs incurred on a long customer relationship period. But the entrepreneurial practice rarely supports this. So the Lion game is played like with every change in the marketing and sales leadership: bite just about dead, what comes from your predecessor. Manager must leave traces, it is so beautiful. Only the traces of blood shelved of the customer projects, destroyed brand continuity and dubious wars in new customer business that are often.
In all these cases, loyalty on the track remains. Everyone wants the longest bar faster, higher, further ‘ means a virus that is particularly liked nests in man minds. Impetuous conquests are needed. You should show results of 100 days. The media scream then still! Who wants that come with empty hands? So, Kurzfristdenke further stoked and knowingly future sacrificed. As long as it has the longest bar in his PowerPoints. But the slavish pursuit of more (sales, return on investment, market share) and the worry, Miss lead to nothing but a destructive arms race that is held on the brutally competitive sales front.
Such raids are mostly customers of the competition and the struggle they caused his own wounds. Because attacks on the customer pool of competitors succeed only with attractive bait: via price concessions and conditions haggling customers are buying the competition. It is a common mistake to believe you could win all the customers of competitors. Each company has finally totally loyal and thus almost migration resistant customers. To pry this gobbles up very many resources. So, profitable customers are neglected to chase unprofitable customers. The look is missing hunters back who always only at the forefront is working and all available weapons in the battle field throws, like forgetting the look back.