The ability to compare price and product created by Internet search engines coupled with our insatiable desire for instant information have created a volatile new breed of buyer, the search and switch customer. In these bruising economic times, businesses unprepared to address this buyer are losing market share by the minute.
In her book Taming The Search and Switch Customer: Earning Customer Loyalty In A Compulsion To Compare World, loyalty guru Jill Griffin, advisor to Microsoft, Dell, Toyota, Marriott, HP, Days Inn and Western Union, provides a fresh, new arsenal of loyalty solutions uniquely calibrated for today’s compulsion to compare planet of buyers.
Jill falls into a common problem for the branding industry of separating millennial by age group. This misses income and value differences that are overall more effective for predicting behavior than treating each generation differently. Even if you find large correlations by generation it is key to find them and know their exceptions as the broad stroke approach leads to lazy strategy and branding.