The fact is that most people switch for better.
There is a market for the “cheap enough, good enough” alternative. If however, you are seeking rapid growth with long term loyalty then in my view its about being better.
If you provide a cheap and cheerful service that doesn’t really impress the client or can’t be differentiated then the answer isn’t to lower your price and “race to the bottom”. The answer is to invest in your service, in your people and your technology with the aim of providing a great service. A service that will get people talking and tweeting about it and that they would miss if were gone.
That’s how you create growth and long term loyalty.
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