Toxic Brand Churn
2009/03/29 Leave a comment
Brand churn or customers moving to other brands is toxic, but what is the cure?
Look at customer from a Persona perspective to understand how your brand serves their Story Lens –Stories, Processes, Software and Measures. For large databases employ tools like SPSS or Microsoft and then apply the Persona perspective to understand who to contact and which story along the Story Lens will be most useful in conveying the new value of your brand.
Does this require any changes to your brand?
Possibly not as many customers are not aware of best practices which highlight the INNOVATION of other customers. If you must change then introduce the new value as a new product introduction, everyone likes a surprise and new causes a moment to pause.
Toxic brand churn occurs when we don’t listen to our customers and we are not in alignment with their needs.