Lazy or Loyal?

Many of us are innately lazy. We are more than willing to settle for the merely ok if finding something better means work. 

Many customers are the same way. They go back to a company because the product or service they provide is good enough..

But let’s not mistake a lazy customer for a loyal customer.

A loyal customer will let you know when you’ve done something right or wrong, very often without you asking. They are invested emotionally in your company and they want you to be successful.  The lazy customer couldn’t be bothered.

A loyal customer will stay with you again when you screw up, assuming you make your best effort to resolve the situation.  It’s that emotional investment again; we’re willing to forgive when we truly care.  The lazy customer will just go elsewhere and you may never know why.

A loyal customer will tell their family, friends and colleagues to visit you.  The merely lazy customer is not going to put his or her reputation on the line by recommending you.

When taking a look at your return visitor stats, look beyond the number and ask “How many of these customers are lazy and what can we do to make them loyal?”  Then do it!

 



			

4 thoughts on “Lazy or Loyal?

  1. Thank Broc. I liken lazy customers to trapped customers. Some customers do business with a company because they don’t have a choice (corporate accommodation programs quickly come to mind) or because, at least for right now, they don’t feel they have an alternative. Both lazy and trapped fall into the repeat customer category, which a lot of companies automatically categorize as loyal. It’s a dangerous trap to fall into (and I am totally with you on the mobile phone reference!).

  2. Laurie, I love the distinction between loyal and lazy. Never thought about it before but it makes perfect sense. As long as the switching costs are high enough, lazy will be loyal but no matter the switching costs loyal will be with you.

    Thinking about it, this is one way technology is causing so much disruption: it’s reducing switching costs and improving decision making information. So many companies worked so long to put up barriers to leaving thinking that trapping lazy customers was the same as creating loyal ones (mobile phone industry, I’m looking right at you). Then, technology changes the game, the traps are shattered, and customers migrate.

    You can reward laziness or loyalty, but it’s important to know which is which.

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