How many calories are in a customer?
Published by Nick Hall on 9 February 2011.In nature, it is important for an organism to spend less energy obtaining food than it derives from the food it obtains. If it consistently uses more energy than it takes to nourish it, it will starve.
I think the same can be said for business. An organization that overspends on obtaining new customers and fails to realize the maximum potential from each new customer is also likely to starve.
Many companies seem to think there is a never-ending supply of customers that it can simply consume at one end and discharge out the other. This of course could not be further from the truth, and it goes against everything I have come to understand about branding.
Proactive brands understand that the holy grail of their branding efforts is customer advocacy. Loyal followings that not only prefer their product/service above all others, but also evolve into a source of referral to people that are like them. This is what marketers mean when they talk about tribes.
Consider your business model for a moment. Is it adequately leveraging each and every new relationship? Likely not.
Imagine if the customers you have right now are the only ones left on the planet. How would you engage them differently?
Switching to this style of thinking is the first step towards building brand sustainability, differentiation and, ultimately, advocacy.
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