Talking to my brother today, I was reminded about an unethical tactic that some companies (not all) might use to create repeat business. I’m not completely cynical but have you ever thought that your goals of weight loss might be being sabotaged by Jenny Craig just to keep you as a customer?
There are a lot of businesses which could be considered to be sabotaging your goals. Think about it. When Jenny Craig’s customers are finally thin, are they still going to be motivated to keep paying membership fees if they’re still thin?
So, how must Jenny Craig and other companies that are being accused of sabotaging their customers, deal with such a problem? Simple - Prevent your customers from attaining their goal (desired state). See this little graph:
When customers have reached their desired state, they lose motivation to continue with the service. The idea to inspire repeat purchases is to keep rising customer’s desired states, by innovating, sabotaging them, changing their motivations and values and making the rest redundant.
Are there any businesses you know of that could sabotage their customers?
Where do you draw the line?