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| New customers only. You old faithfuls need not apply! |
I'd like to put businesses that do what Direct TV has done on blast. This is not the first time as an existing customer I've been given the shaft. It tends to be the M-O of many companies lately. "Free upgrades!" "Huge discounts!" "AAA members save BIG!" (I happen to be a AAA member btw, so this offer is a big time sucker punch for me.) The caveat in all of this is ... you have to be a NEW customer. NEW as in everyone that has been with you for however long is considered old and unimportant right?
The stats on acquiring new customers versus retaining those you already have are no secret. I'm not sure what the exact numbers are, but I've read that it can cost anywhere from 5-6 times more to go after new business than to focus on your existing consumer base. The bottom line - you need to acknowledge your current customers. They are already fans of your brand for whatever reason (pricing, customer service, location, whatever.) Point is, you have their business and you should do your darnedest to keep it.
Customer advocacy is also nothing new these days. More and more brands are focusing their energy on turning their loyal customers into super fans. You want people that are passionate about your brand to not only keep coming back, but to tell a friend, family member, heck even a stranger, about how awesome your company is. Yet, more and more companies ignore this fact and focus on new business only.
I happen to pay through the nose for my Direct TV service. I came on board because of a discount and better service offering a couple of years ago. I enjoy my Direct TV service (particularly the NFL Sunday Ticket package ... every game, every Sunday. Woot!) Yet because I'm already on board I am no longer eligible for the same things that "new" customers have access to. Not only that, but I get direct mail up the wazoo with some fab offers that simply don't apply to me. Why can't I get a free DVR upgrade? Why can't I save $200 for being a AAA member AND having your service? Oh right, because I'm old hat. You have my money and signed contract with the threat of taking my first born should I cancel on you and go elsewhere. So to you, I am no longer relevant. (PS - my first born is now a teenage girl so trust me if you take her, we would be considered even.)
Guess what Direct TV and all you other businesses out that there that give your existing fans the shaft ... we matter! And by George we are sure as shiz not going to take kindly to being given a perpetual backseat to your goal of acquiring x amount of newbies each month. I get it, new sales are a big deal. No one said you shouldn't dedicate time and effort on new business. But you need to stop ignoring us oldies but goodies. As is evident by this blog post -- you have been put on blast! Take note and change your ways or risk losing loyal customers in droves.
That. Is. All.
