We even enable them to list their product at an auction and dispose of it online. And that's the kind of customer experience that builds long-lasting relationships. You can't just provide Internet access without also providing more. They must customize. For me, the future is all about personalization, because access ultimately will be commoditized.
Loyalty is on the wane.
One conclusion is that brand means less and less. But another is that customers now have more power because they have more perfect information, so brand actually means more. I happen to believe that brand means more than it did historically, and that customer loyalty statistics were inflated in years past because customer information was not freely available. The cost of customer acquisition significantly affects scalability of profit, so if you want to retain your customers, you must fundamentally and continually invest in your brand. And you do that all through personalization and customization.