Are you as nimble as your customer?

Several years ago, Cadillac forgot their customer would move on. They failed to prepare for the eventuality. Cadillac forgot to remake itself for the new customer base it would soon have to attract. Their aging customer base had begun to die off and, shortly thereafter, Cadillac began to die right along with them. 

Since then the folks at GM began redesigning, rebranding, and re-marketing in a frenzied attempt to resuscitate some of Cadillac's former influence. This herculean effort was made simply to regain a customer base they’d previously locked in. Cadillac has spent a lot of money and time in the last 15 years because they’d failed to anticipate what was happening with their customer base. 

A version of this scenario plays out in almost every industry but especially in the boating industry. 

The wakeboard/surf market is a good case study. It’s an athletic market that's been around for over 25 years now. The market is still strong and should continue to be vibrant for the foreseeable future due to the youth market growth. But what about their current customer? Is there a product for his future? Unbelievably, the inboard boat manufacturers are clearly planning a precision duplication of Cadillac’s lack of foresight.  

Extreme Senior Citizen, George Blair.

How can a manufacturer, in good conscience, spend so much money marketing a unique product like an inboard boat only to let the customer walk away when he/she is past participating in the sport any longer? Few of those customers engage in “Extreme Senior Citizening” like George Blair.

Manufacturers, in an effort to hold on to their customers, must always prepare for the next step the customer wants to take, and it has to be an aspirational product and one that fits the next steps for the customer, not the manufacturer. A product the customer is happy to move into. If that aspirational, next step product is not readily available, you’re signaling your customer that you no longer recognize with him/her. The relationship is over. Is that the message your company wants to send to what may have been a loyal customer of yours? Is that how you repay his loyalty? You made an expensive effort to gain his loyalty and now you discount it? 

Except he still matters. He hasn't gone anywhere. He hasn't lost his boating identity. He's just out looking at brands who'll remain loyal to him.
 

The Takeaway: Always Be Loyal Back.