That's what Barry Ritholtz thinks in his post titled, "Customer Acquisition versus Retention: A case study in costs. I must agree that yes, there is no such thing as customer loyalty in the wireless industry. Talk to just about anyone and they'll tell you how many times they've switched carriers in the past ten years. Me? I've tried just about every carrier out there except T-Mobile. 
Every company tries to woo you with free phones, free minutes, free roaming, blah, blah, blah. Why is it that:
1) It takes a cancellation threat for them to give you a deal?
2) Wireless carriers don't love their customers? Why can't existing customers get the same deals that new customers get?
3) That wireless carriers just don't get it?
Barry offers a lesson to carriers:
"Rethink your retention policies. If you treat your customers worse than you do your non-customers, is it any surprise that customer loyalty is nil? Churn awaits you . . ."
Hello?! Are any of the CEO's of these wireless carriers paying attention?
Photo Credit: Nacu
The obvious service woes are an issue, one that is made even more problematic for retention because numbers are portable now (customers couldn't keep the same phone number in the past).
Posted by: Damon Billian | February 9, 2007 4:07 PM | Permalink to Comment