Stickiness Does not Equal Loyalty
Sometimes Change Is Beneficial
“Stickiness” is a method of acquiring and retaining customers — by selling outstanding, tremendously usable products and providing excellent customer service. But no matter how “into” your product people are, they will find a new vendor if they become disenchanted — even if it means upending their lives to do so.
Recently, I bought a Jawbone UP health tracking band, a souped-up bracelet-style gadget that tracks steps, sleep, and food in an effort to make users more aware of their overall health. The UP band also features a fun, powerful social media component that encourages users to form teams of fellow band wearers, sharing insights and comparing daily statistics in a competitive setting.
I can’t deny it — I became totally addicted to my band. I uploaded my stats several times a day, always checking to see how my team was doing, and my health focus dramatically improved once I strapped the cool little UP band to my arm. Stat tracking became a major part of my day, and I loved every second of it. Game on!
But then my band died. Six weeks after purchase, it stopped holding a charge. I engaged in a glacially slow email exchange with tech support to determine the issue. After two weeks of unhelpful emails, they told me to send the band back and they shipped me a new one. Two weeks later — by which point my addictively “sticky” gadget had lost its hold over me — the new band arrived.
So despite appreciating the many benefits of the UP band, I am disappointed by the product’s quality and support — and, most importantly, am not motivated to ramp back up to my previous level of engagement. A few new health tracking bracelets are set to launch this spring and I may jump ship to another brand — with or without my team in tow.
Sometimes Sticky Comes Unglued
Sales and Marketing folk like to talk about a how “sticky” a product or service is — that is, how intertwined it becomes with a user’s life — making it hard to stop using it. But even sticky things can come unstuck.
We recently encountered an organization that was going through just this. They process appeals cases for a federal customer, and were using an externally-built case management application. Their system was rife with flaws. There was no remote access to the application, so offsite users were forced to ship paper files back and forth in boxes. Users got kicked out of the system after five minutes of inactivity; when they signed back in, they were forced back to the top-level Welcome screen — as opposed to the case upon which they were working. The system randomly went offline throughout the day, rendering users unable to process cases. Finally, the technical staff was unable perform system updates or enhancements, and change requests made to the vendor typically took months to implement.
The reasons for NOT changing vendors were plentiful. They had used this system for years. They had hundreds of employees using the system to process thousands of claims every month. They would be forced to retrain their entire staff, scattered throughout the U.S.
Yet despite the pain involved with yanking up the stakes, finding a new vendor, and designing a system from scratch, our new customer did just that. They set out to find a case management and BPM tool that would empower them to:
- Reduce the cost of processing appeals by decreasing claim handling times
- Unite disparate systems, provide remote access, and automate workflow
- Gain visibility into their entire appeals processing program
They chose entellitrak, our configurable case management and BPM platform that features an industry-specific application accelerator that met a majority of their needs. By implementing entellitrak as a launching point, they were able to rapidly design and develop a fully functional appeals claim system that will reduce the time required to handle and process appeals claims, enable remote accessibility, and dramatically improve the lives of the claims staff — all from within one easy to use, web-based interface.
Their implementation is set to launch any day now, and their team can’t wait. I recently visited the claims staff onsite, and they were so excited about entellitrak they told me, “We are going to print company money and put your face on it!” Now that’s sticky.
If you are interested in learning why entellitrak is so sticky, with a 95+ percent renewal rate, I encourage you to contact us. Switching is worth the effort.
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