By Adam Fraser
Why keep spending to ‘market to the world’, when you could invest in customer service and customer experience business processes and initiatives, to ensure your existing customers not only stay but also become advocates for the brand and do your marketing for you?
As the author of the book ‘Flip the Funnel’, Joseph Jaffe said: “retention is the new acquisition”. If the bath is leaking, perhaps it is time to put the plug in rather than turning the taps on faster.
The top 10 were telling:
- Amazon: Online Retail
- Google: Search Engines
- Apple: Tablets
- Netflix: Video Streaming
- Apple: Smartphones
- Amazon: Video Streaming
- Samsung: Smartphones
- Facebook: Social Networking
- Amazon: Tablets
- YouTube: Social Networking
The entire Top 10 were tech companies (noting Dunkin Donuts was 11 and Nike was 12). Interesting to see Amazon feature three times, showing its breadth of offering beyond pure online retail and Apple appearing twice for tablets and smartphones.
There are a number of factors – both emotional and practical – which drive premium customer experience and hence loyalty to a brand. However, the speed, reliability and affordability of Amazon’s deliveries and the Apple genius bar come to mind as key drivers here.
Honourable mentions in this Top 100 list for WhatsApp at 14th and iTunes at 15th.
An interesting view of brands based on a particular (and important) metric, with the dominance of tech businesses noteworthy.