To Keep Your Customers, Keep It Simple - Harvard Business Review

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SKIP TO CONTENTHarvard Business Review LogoCustomer experienceTo Keep Your Customers, Keep It Simple

by Patrick Spenner and Karen Freeman

From the Magazine (May 2012)
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Summary.   

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Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal. Brand loyalty, the thinking goes, is vanishing. In response, companies have ramped up their messaging, expecting that the more interaction and information they provide, the better the chances of holding on to these increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage.

A version of this article appeared in the May 2012 issue of Harvard Business Review.Patrick Spenner Pat Spenner is Strategic Initiatives Leader at CEB and author of The Challenger Customer.Karen Freeman is a partner at DCM Insights and was previously a senior manager of learning at McKinsey & Company. She is a co-author of The Activator Advantage.
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