It’s not you it’s me: why customers break up with brands

I’m just not ready to make a commitment.

I want to take it slow.

I’m trying to keep my options open.

I just want to be friends.

I’m coming off a bad breakup and I need time for myself.

Okay…it is you.

Consumers aren’t fickle, it’s just that they have a billion choices when it comes to products. That may be a bit of an exaggeration, but they certainly aren’t lacking in brands to select from. Standing out from the crowd with a brightly colored label or mega athlete starring in advertisements isn’t enough. Your brand must work hard to get noticed, encourage a purchase, and keep that customer for the long run.

As a consumer, it’s mentally exhausting to know which brands you can trust to spend your hard-earned dollars on, and which ones you can’t. Buyers want to stick with brands they know and can rely on. They want to purchase your product because it saves them the trouble of researching new products and crossing their fingers they will work.

The problem for brands, is understanding how to keep that customer and not give them reasons to jump ship. Here are six important reasons why customers break up with brands and the solutions to avoid them.

1. Not feeling valued

“You don’t listen to me anymore.”

Both sides of any relationship need to feel valued. It is being ‘heard’ and ‘seen’ that strengthens that bond. Consumer relationships are no different, and with social media expanding avenues of communication there is no reason for a brand not to listen to its customers. Take the time to listen to their feedback, ask them questions about their needs, show your appreciation, and always tell the truth. Four simple things that will promote the reciprocal value that is needed for all relationships.

2. Broken promises

“You make promises but never follow through.”

The old adage, “Don’t make a promise you can’t keep”, is now and will forever be true. It’s easy for a brand to promise the world in its attempt to gain customers, but if your company can’t follow through, then not only will customers leave you, but they will never come back. Ever. Setting clear expectations is the first step in making concrete vows. Understand your own limitations, own up to them, and communicate what you can and can’t do. Your customers will appreciate the clarity and honesty and you will build a new layer of trust.

3. Lack of loyalty

“I can’t believe you like Star Trek over Star Wars!”

The debate can be vicious, with diehard fans of both franchises willing go to war to prove their devotion. Brands would kill for this kind of ‘ride or die’ loyalty, but often they don’t achieve any kind of allegiance to begin with. And while brands may never reach the sci-fi fan level of loyalty (just ask Mark Hamill), they can build their own following that will sing their praises and share their message to the world.

To turn customers into faithful fans it must go beyond loyalty programs into a consistency of product, service, and community. It is the serving of a need that develops trust, and when expectations are not only met but exceeded then customers begin the loyalty journey.

4. Competition is more appealing

“I saw how you looked at them!”

If your customers are longing for other brands there must be a reason. It’s not the actual appeal of another product, its how that customer is feeling to begin with. If your sales begin to decline, it’s up to your brand to talk to your customers and find out why. A shiny box with visual appeal won’t meet their needs as a consumer. Deep dive into their needs to understand if you are meeting them. If your product isn’t what they need, that’s fine but you at least need to know.

5. Lack of communication

“I feel like we don’t talk anymore.”

People can’t remain encapsulated in a bubble when things get hard. In fact, that’s the best time to open lines of dialogue to get through the experience together. Consumers feel the same way. They want to trust that their favorite brands have their backs, and the only way for them to understand that is through communication. Find out what channels they love the most and meet them there.

Talk to them, listen to them, and create conversations. Find out what their pressing needs are and how you can best help them. There are a million reasons why connecting with consumers at this level is a great way to strengthen your relationships. Go find them.

6. Bad customer service

“I just need a little help.”

A recent Emplifi survey reported that despite brand loyalty, a whopping 86% of customers would leave a brand after one to three bad customer service experiences. At the top of these negative experiences? Slow response time was number one, followed by lack of 24/7 customer service support. We all know what it feels like to receive crappy customer service so why would you repeat that offense to your customers? Put yourself in their shoes and take the purchasing journey from step A all the way to Z. Where were the hiccups? Did anyone follow through with you? How did the experience make you feel? Asking the correct questions will get you answers you need to make the experience smoother and more fulfilling for your customers.

Breakups are hard. There is no reason to put your brand through one when you can take the time to make changes, big and small, that will strengthen your relationships with customers. Build a solid foundation, continue to put the work in and grow. Love can last forever.

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