My neighborhood was recently added to the network of a telecommunications provider (the third available to us), providing a story of what not to do in a rapidly expanding competitive environment.
It has been widely expected that Provider III would be entering this market, and that the company would have a good chance to enroll customers simply because Providers I and II had developed some adverse images. This is a moment when a sharp incumbent provider would take steps to minimize that opportunity. For example, the threatened Providers could have undertaken some appreciative outreach to their existing customers, renewal price deals, whatever. Even a simple Thank You letter could have been issued. As it stands, I get the message that my Provider takes me for granted.
Amazingly, neither Provider has done much of anything. My own current Provider is grotesquely silent. The other put up a couple of pathetic tiny "we offer fiber" signs in the neighborhood. Can they be so confident that Provider III is no threat?
I don't think complacency is a good idea at all. Customers want to think they're valued and appreciated. If their vendor does no more than send bills even when a new suitor---especially one with a better reputation---knocks on the door. Appreciative outreach won't save every account but it might reduce potential losses.
Bottom Line: Do you take customers or clients for granted? Do you show appreciation for their choice of you as a vendor? Don't make it easy for a competitor to poach your hard-won accounts!
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