Is Brand Loyalty dead?
Do people have a "Stockholm Syndrome" when it comes to brand loyalty?
I am sitting here trying to work out why people don't more often follow the age old adage of "let your feet do the talking" or "take your money elsewhere" especially when it comes to bad customer service.
The thought process happened because my younger sister (one of the babies of the family) is going through the process of getting her first loan, for a car. Now a few facts - she's the Accountant in the family (literally) she's worked full time for nearly a year now and she is super organised when it comes to process (clearly a good thing when you are a Tax specialist Accountant).
So as part of growing up she needed and wanted a car - a second hand one - but still one where she needed a bit of a hand up from the banks to make happen.
Now here where the story goes sour - a large bank (who will remain nameless), who makes billions of dollars in profit each year - and where she has been a customer since birth (more than 20 years) - was the choice for said loan. Now back to being very process driven all her checks and balances all in order, the pre-approval all done and successful, only to stumble upon actually finding the car. I'm not sure if it's the ineptitude of the employee or a terribly poor business process but either way - three days in and ZERO Customer Service... has me asking the exact question of why not just go elsewhere.
I'm sure people will tell me - "oh it's just too hard...." - codswallop! A competitor to the bank is less than 20 metres from the branch - has no fees, and eager to get new customers (and therefore treats them that way). And if you so choose (or get backed into that corner) tweet the company - I guarantee the potential of their bad customer service getting out to thousands of people, they'll definitely fix it quick smart (or deserve to be left).
I see the same with my job, people are willing to be 'abused' and have promises broken and generally left feeling dissatisfied. Yet, they go back to the same vendor?!
Is it even acceptable for less than compelling customer service? Think about it - in a perfect world would you be happy to be just another number on their piece of paper. Who cares if you aren't being pleased.....
Well my answer is YOU SHOULD! Your time, your patience and ultimately your money (because let's face it time is money) is at stake. As a consumer you are entitled to being treated like a human being.
My call to action is - don't just be content with the status quo, don't get sucked in to thinking it's your fault you didn't get the service when promised or the product that works.
Do you agree that sometimes brand loyalty doesn't pay off? Tell me your horror or great customer service stories (feel free to name/shame).
K xo












