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Why Big Business Is Like An Anxious Teenager Trying To Make Small Talk

I don’t know about you, but I pay over thousands of Rand a month in the way of insurance premiums to some of the biggest brands in SA. I’ve also financed a few cars and a house, have cellphones, DSTV, armed response and all sorts of other subscription services just like most South Africans.

I think I’m a customer of at least 15 of SA’s top brands (maybe more)

You know what’s interesting?

Even though we shell out buckets of cash to these companies, I can’t recall ever being wowed by their post- sale communications, can you?

Let’s put it this way:

  • I’ve never taken out a medical aid plan and ever received a piece of communication on how the plan works and how to get the most out of my monthly contribution.
  • I’ve never taken out a cellphone contract and had any additional information on what I could bundle on, or how to manage my minutes and data a little better.
  • I’ve never taken out an armed response contract and every received any tips or advice on how to make sure my family is a little safer.

Billions of Rand is spent on marketing, trying to acquire you as a customer, but once you are on the books the communication ceases to exist.

Why is that?

Why can’t a multi-million Rand business manage to work out a basic post-sales communication strategy?

I think I’ve worked it out.

  • It’s not because they don’t think it’s important (they aren’t that naïve)
  • It’s not because they don’t have the money (let’s get real)

Here it is:

They don’t know how to talk to you anymore

Think about it – big companies have become masters at marketing and new client acquisition. They have their profit margins waxed and their brands placed strategically everywhere we look.

Sell, Sell, Sell!!!

But they have forgotten how to engage with their customers. It’s the reason they re-brand as often as they do, and change up their tag lines 🙂

Today, forever, together, whenever becomes What’s your big dream today?

One-on-one relationships held by bank managers have been replaced by call-centres, outsourced to India. The guy you used to be able to call when you needed a line of credit has been replaced by this guy

0861 789 8191919 19 – Option 9 to talk to an operator.

Your medical aid scheme doesn’t know who you are. Your bank knows everything then need to know about your finances, but they don’t know you. Your cellphone carrier could listen in on every call you ever made, but they still don’t know you.

As a result, its super-awkward when they try and communicate with you.

They know it, they just don’t know how to go about fixing it.

The solution is simple – communicate with us like humans and take some of that massive profit you make and invest it into a post-sales communication strategy.

Until next time.




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