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If a long-standing customer stops doing business with you and becomes dissatisfied with your services, this is known in marketing and sales literature as a phenomenon called <\/span><\/p>\n \u201ccustomer aversion.\u201d What is this phenomenon, and how can you prevent it?<\/span><\/p>\n .<\/p>\n Loyal customers are a company\u2019s true capital and its real backbone. Their importance stems from their continued purchasing and consumption of your products, <\/span><\/p>\n and benefit from your services. Even if some customers spend little when doing business with you, they are still valuable as long as they remain loyal. A little, consistently, is better than<\/span><\/p>\n \u0643\u062b\u064a\u0631 \u0645\u0646\u0642\u0637\u0639.<\/span><\/p>\n But consider the opposite: if you were to lose a customer like this, how much would it cost you? The loss would undoubtedly be significant. And it would not just mean losing some of<\/span><\/p>\n the profits that had been coming in steadily and consistently. It would also suggest that something is wrong with your marketing and sales strategies, which could lead to <\/span><\/p>\n you losing many more loyal customers in the future.<\/span><\/p>\n If a loyal customer decides to stop doing business with you and buying your products, it means they have put up with a lot before making such a decision. It also means that <\/span><\/p>\n your occasional customers, who buy from you only infrequently, will not be patient with you; they will stop doing business with you right away.<\/span><\/p>\n A loyal customer is the light that shows you the way in a world teeming with competitors. (The marketplace is a contest for customers, not profits.) <\/span><\/p>\n They are also the primary indicator of how successful or unsuccessful your marketing strategies are.<\/span><\/p>\n ,.<\/p>\n Your perspective is too narrow if you think that losing a loyal customer means losing only their purchasing power; it can set off a chain of losses<\/span><\/p>\n that are interconnected, with each one leading to another.<\/span><\/p>\n To begin with, every loyal customer\u2014even one who buys infrequently\u2014represents significant financial value to your company. Consider, for example, what economist Tom Peters wrote in his book: <\/span><\/p>\n \u201cThriving On Chaos\u201d:<\/span><\/p>\n \u201cAlthough my company is modest, with no more than 25 employees, it pays $1,500 every month\u2014the monthly bill for a company <\/span><\/p>\n the expedited shipping service from Federal Express that you use. But if we calculate the total cost over ten years, it would amount to <\/span><\/p>\n $180,000. I think this simple example illustrates how much a single customer could spend with one company over ten years.\u201d<\/span><\/p>\n No, that isn\u2019t the biggest loss. There\u2019s a greater, more damaging one: you lose a free marketer. Your loyal customer, convinced of the quality of the <\/span><\/p>\n goods and services you offer, won\u2019t just make purchases\u2014they\u2019ll also, sometimes unconsciously, encourage their friends to buy from and do business with you. Imagine how much you could earn <\/span><\/p>\n through this free marketing.<\/span><\/p>\n Now, if we reverse this logic and imagine that this loyal customer stops doing business with you\u2014for example, because they\u2019re dissatisfied with the quality or service you provide\u2014they will become<\/span><\/p>\n A \u201cwrecking ball\u201d that will gnaw away at your profits\u2014it may be a friend turned bitter enemy.<\/span><\/p>\n .<\/p>\n What if the reason your customers are losing interest and stopping business with you is that you raised your product prices?<\/span><\/p>\n In reality, price is unlikely to be the main reason customers lose interest. The issue runs deeper than that: customers who stop doing business <\/span><\/p>\n with you don\u2019t make that decision overnight. More often than not, it takes them a long time to decide to switch to one of your competitors.<\/span><\/p>\n\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0623\u0631\u0628\u0627\u062d!<\/span><\/h2>\n
What exactly are you losing?<\/span><\/h2>\n
Price and customer aversion: Is there a connection?<\/span><\/h2>\n