Step 1 is to get a prospect to buy, therefore becoming a customer. Step 2 is retaining that customer for long term profitability. That can be done in many ways, but they basically boil down to giving the customer a good experience and not giving the customer a reason to look elsewhere. One could argue that these are one in the same.
So I buy an iPhone. And then I buy an iPad because my iPhone works well. I buy some apps. They work well and they have a similar interface. And they work almost the same on my iPhone and iPad. Cool. I’m happy. No reason to look elsewhere but if I do, I find that things aren’t as smooth as I’m used to and I might have to deal with multiple vendors. Then I buy a Mac, because it’s made by the same folks who made my other devices. And I’m hooked. As long as the ecosystem that I now have continues to handle my needs in a reasonable way, I’m not going anywhere. The inertia gained over time is difficult to overcome. Things have to become really bad before I consider a change.
Sound familiar? Maybe you started with a Mac and then picked up an iPhone. The sequence doesn’t matter. It’s the end result. It’s quite possible that this could happen with an Android or Windows device, but the complete ecosystem isn’t there and it’s harder to gain that inertia that keeps customers from leaving. Bob
Bob is so much better at this stuff than me.