Are your clients loyal or just too tired to switch?
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If you think clients are loyal, you might be wrong. It’s possible you are profiting from their exhaustion, not their enthusiasm.
In the Jobs to be Done framework, this is called the Habit Story.
Most founders look at their low churn rates and think: " They love us ." But often, clients don’t stay because they are satisfied. They stay because switching is a hassle.
Retention is often just the avoidance of friction.
This is dangerous. This is Inertia. And inertia works until a competitor makes switching easy. Then you lose them overnight.
If you don’t know the difference between a client who stays out of habit and a client who stays out of inertia, you’re building a broken ‘customer story’. You think you are safe and succesfull, but there’s a huge gap that your compeititor can occupy.
So, how do you know if you are safe?
You stop guessing. Check your assumptions.
I have built a diagnostic tool to help you do that. It checks the stories of the Jobs To Be Done-framework. It reveals where your commercial foundation is breaking.
**Reply ‘AUDIT’ to this email. **And I will send you the Assumption Audit Worksheet (free). It takes 10 minutes. It reveals the truth.
Don’t trust your gut. Test yourself.
Desirée