Indifference – the silent saboteur?
by LAURIE STONE
Editor-at-large
THERE just may be a silent killer to your brand, whether company brand or personal brand, that is diverting your customers away to your competitors more quickly and more permanently than you could ever imagine. That saboteur is indifference.
I’ve written about customer experience in previous articles for Milli-On-Air, and here I’d like to add the importance of being relevant and genuinely interested in your customers. Indifference in the luxury market in particular, has a greater height to fall from if your customers and clients feel they are just not important to you and are merely another number. It is an unexpected experience from a high quality or luxury brand, however it is becoming a crucial factor to consider in every sector in today’s competitive world.
Let’s look at some examples of indifference that can and mostly likely will have a hugely negative effect on your company and brand, because they get talked about on the likes of TripAdvisor, Yelp and social media:
* Those times when the receptionist is more interested in her phone than in attending to the client at the desk
* The check-in clerk at the airport treats you like another ‘number’ with mechanical words and no eye contact
* When your car insurance company fails to communicate with you or have any interest in you all year round and then sends you a renewal notice that is twice as much as you can get elsewhere.