The Importance of Seduction in Business
Businesses spend a lot of time seducing new customers. This tends to mean that their current customers are forgotten or left out of the exciting offers that are waved in front of potential customers and is something that really annoys me.
Last night I treated myself to finding out how many frequent flyer points I had racked up on my Qantas ANZ visa. I was very excited to see that I could now get one way to Auckland with my 12,000 points, and was really thanking ANZ for letting my purchasing lead to flights.
Then they went and screwed me over.
Because Qantas is offering 10,000 point for FREE for all new signups to my credit card! Thats the SAME amount as I have earned with months of spending!!! And I don't get it because I'm already a customer!
This is an excellent way to make your customers hate you and even if they don't leave you because they are like me and simply can't be bothered, they will ALWAYS have PLENTY of time to tell everyone they know how stink the company in question is (yes that's right ANZ and Qantas…)
That is why this post from Creating Passionate Users really sparked my interest this morning. It's all about how businesses are like that smooth guy in a bar to all potential customers, then turn into nanas when they convert you.
The lesson: Seduction in business is a long term game. If you stop once you've got the customer, that customer will in turn be like that unhappy girlfriend whose hot date turned into a fat couch potato. And bad word of mouth is the best way to neutralise those smooth marketing moves and ensure potential customers never cross the line.