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      "body": "![human internet.jpg](https://steemitimages.com/DQmbtPXooK5T6gWmMN5QQjUPqDhJgoF69KjzWZ8HJQxLjYQ/human%20internet.jpg)\n\nI was recently asked by a friend, while out and about in Fundon Town, if I knew where the nearest tube station was.\n\nNot being familiar with the area, I turned and passed the burden of the question onto a passing stranger. \n\nThe stranger stopped, thought for a moment, and explained clearly whilst pointing, “Oxford Circus is over there, and Piccadilly Circus is a short walk in that direction.”\n\nI thanked him, he disappeared into the background of my life, and I shared my newly acquired knowledge with my friend.\n \n\nI was struck with the sudden impression of how easy and fast it was to access the information I required, and pass it on, with no digital intervention required.\n\nNo Google. No typing. No predictive text. No waiting for a signal. No forwarding the result and no phone company to pay.\n\nI had forgotten the true power and potential of the Physical Human Internet, all around me, and I resolved to begin accessing it again, rather than instinctively reaching for my Iphone each time I need an answer.\n\nIn case that you too have forgotten the power of the Physical Human Internet, I would like to remind you:\n\nIt is easy to access, people in general (short of a few bastards) want to share their knowledge and most are proud to share, the basics at least, for free. The human internet is all around us and, although you do need to vocalise your inquiry, you don't need to push a button. As a bonus, usually the person you reach out to has their speech recognition facility in working order, and won't miss-interpret your request. Especially if you are Scottish!\n\nThe only disadvantage I can think of in accessing the human internet is that I have to talk to strangers, a fact which my parents brainwashed me to believe was bad for the whole of my childhood. \n\nAnyway, I'm going to run a quick test to prove the Physical Human Internet is better, and more useful than its digital counterpart.\n\n \n\n “Siri-wife, can you make me a cup of Tea?”\n\n \n\nA few moments later..\n\nYep. \n\n \n\nThe Physical Human Internet rocks!",
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      "author": "theopportunity",
      "permlink": "how-to-sift-through-customer-loyalty-bullsh-t",
      "title": "How to sift through Customer Loyalty Bullsh*t!",
      "body": "![screamer.jpg](https://steemitimages.com/DQmWpW3hVVH1QvqYR7yAXSEtq3ZVopgfxwfJweJqgFshpbn/screamer.jpg)\n\nCan I have a Coke please?\", \"Is Pepsi OK?\", \"Yeah, no problem!\"\n\nWe've all had this conversation so let's examine it in more detail.\n\nWhat does this innocent little ditty actually tell you?\n\nIt tells you that Customer Loyalty is Dead. Period.\n\nIt tells you that all the multi millions of dollars spent on advertising don't matter a damn when faced with proximity and availability of a product.\n\nConsumers do not care one iota.\n\nWhen a buyer can't purchase his first brand choice immediately he doesn't have a problem buying another similar brand instead.\n\nIt tells you that the reason for Coke's success; for Starbucks' success; for Subway's success, is less to do with loyalty  and more to do with availability. \n\nRun with me, I'll take this all a stage further.\n\nCustomer loyalty never existed in the first place.\n\nThe whole concept of customer loyalty it is figment of an overactive imagination. From this one little customer interaction above we can deduce that the vast majority of customers buy simply because of availability - because of proximity, rather than loyalty.\n\nI've never told the waiter... \"No! Goddamnit! It is NOT O.K!\"  --- \"I wanted a Coke so I ordered a Coke you fool! If you don't bring me one right this second, I'm going next door.\"\n\nIf Coke, arguably the most powerful brand in the world, doesn't have true brand loyalty - What hope has the little guy got?\n\n----\n\nI like to think of myself as the ultimate Starbucks fan. Yet, when I examine my own behaviour, if there's a Starbucks next to me I'll have a Starbucks,  but the chances of me walking past 10 Costa Coffees and 10 Cafe Neros to find a Starbucks is slim to none. In the end availability and proximity win out every time.\n\nIt seems that loyalty and availability are oft confused. I guess it's much like a dirty rotten philanderer. If they are around their partner a lot, they don't get much of a chance to cheat.  The less they are around however, the more of a chance there is for a competitor to drag them into their clutches.\n\nNot only is customer loyalty dead but the crazy thing is \"customer loyalty\" never really existed in the first place.\n\nThe whole concept of customer loyalty was born out of some marketing executives wet dream. Once thought up, everyone got dragged along for a ride, redefining solutions for a problem which wasn't real, selling vapour and demanding billions of dollars in the pursuit of something completely non existent.\n\nL.E.T  - M.E. - S.P.E.L.L - I.T - O.U.T\n\nThere is no such thing as customer loyalty. There never was!\n\n\"Can I have a Coke please?\" \"Is Pepsi OK?\" \"Yeah no problem.\"\n\n\"I need some white Dulux paint.\" \"Sorry we don't stock Dulux here but we have this other white paint brand. Is that OK?\" \"Sure..That will do.\"\n\nSo.. Is there a solution?\n\nWell, yes! I'd like to think so.\n\nAll we can do is influence a buyer shorty before, or at the point of purchase. And reaching the customer at that moment is an art form.",
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