In a meeting with a long-time client, I learned how pleased they were with their repeat business, which they saw as loyal customers coming back for more. However, when they showed me the repeat business stats, what I saw wasn’t loyalty; it was inertia. I knew these customers would leave my client when the competition had a good enough offer.
Now, some of you might be scratching your heads, wondering what I am talking about. After all, don’t loyal customers bring you repeat business? They do; that’s not the problem. The problem lies in the assumption that ALL repeat business is motivated by loyalty. It isn’t always. Sometimes, it is inertia, and recognizing the difference is what we will talk about today.
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