Which customers are the most abused ones?

Most companies would say, the most loyal and repeat customers are at the core of their businesses. They make the most out of those customers. These customers keep coming back in good and bad times of the brand. In low season, they are the people who keep companies’ pay checks flowing. Many companies have reward system for loyal customers. For example, airlines have such a reward system where miles are added as bonus, depending on carrier and destination. For many companies, loyalty program may be a good idea that they are yet to implement. For others, they just do not bother.

In this scenario, you will also find a huge number of companies, particularly FMCG (fast moving consumer goods) and some mobile phone companies who actually act just the opposite. If you are loyal, you get less than those who are not so. If you are a loyal customer sticking to a mobile service provider for last few years or so, then you just get a running rate in the market. But, if your sim card is unused for a long-time (perhaps you are trying some other operators :), the company will offer you an attractive rate, lot of free minutes and free sms as rewards to win you back. Hey, where is my reward for not switching off a sim card for a month or so? I thought I should have done the same! You feel like abused for being loyal to your service provider. This culture will have long run impact on consumers. In my humble opinion, while sticking to a single number is important because you have given this out to your relatives, friends and foes, you might also try to carry a secondary sim card that you might change often based on these rewards for “defaulters”. The companies who started giving rewards to switched-off sim cards, have actually fallen into their own spiral and endless trap of keep offering these rewards again and again because customers have found a way out. What do you think?


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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2 Responses to Which customers are the most abused ones?

  1. Pial UIU says:

    Absolutely correct. these companies are offering different value added services for their individual customers for keeping connected. But its not a big deal. The fact is improper brand satisfaction are creating on consumers mind and loosing their brand value proposition as well

  2. nowshin says:

    As far i know Grameen Phone has already started a reward package for their loyal customers. my father is been using grameen phone sim for about 6 years and what they do, they sometime send gifts at our home address. I have no idea about others but Grameen phone do this types of activities.

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