Because “we provide excellent customer service” has never caused anyone to phone a friend. Businesses spend an extraordinary amount of time trying to get people talking about them. We advertise. Post on LinkedIn. Send emails. Produce videos. Attend events. Occasionally invent a new acronym and hope everyone looks impressed. But perhaps we’re asking the wrong…
Why customers refuse to behave properly. Marketers love funnels. They’re neat. Logical. Comforting. Someone becomes aware of your business, develops interest, considers their options, makes a decision and eventually becomes a customer. Lovely. This model has only one significant flaw. Actual human beings. Customers have an irritating habit of behaving like people rather than obedient…
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