Inertia

Many businesses, especially larges ones, work on the premise that customers suffer inertia.

This is particularly true of insurance, mobile phone companies and so on, where there is an annual contract or longer and it just repeats month after month. Most of us have more important and exciting things to do than check our contracts and charges constantly. So the money keeps rolling out.

Then we become aware either by chance or we discover it, that there are much better deals available.

You could say well it is up to us as consumers to check and why is it the companies fault. Partly this is true.

However, when you find out that you’ve been paying more than you needed to for a year or longer and the company stayed silent you tend not to feel too warm towards the company and often, at the first opportunity, we go elsewhere.

Smart businesses aim to keep communication going with the customers. More importantly, from the outset, they adopt the right values and staying silent and hoping your customers don’t notice, is not one of them.

Customers are people to be valued always, it’s a long-term relationship, not a relationship based on using inertia as a strategy and hoping they don’t spot better options elsewhere.