Why Aren’t Buyers More Loyal?

I’ll bet many reading this share my love of great coffee. We each go to a particular coffeehouse, knowing that our desire will be satisfied. Our loyalty is born out of the quality of the brew and being able to get it each time we walk in the door.

However, let’s say one Monday, my go-to provider runs out of coffee. No problem. I just grab a cup of inferior joe at the office.

On Tuesday, the same thing happens. They run out again. No time to stop somewhere else, so another mug of inferior joe.

Wednesday, I leave a little earlier from the house, just in case. And good thing I did. They’re out again for a third day in row.

Just a few blocks away is a competing coffeehouse. Not only do they have a dark roast; it’s just as good as my favorite. Or make that, former favorite. Because now I go to the new place each day.

I guess it was time for a change. One that happened simply because my trusted source wasn’t so trustworthy.

Too many staffing and recruitment firms suffer from this same issue. Buyers need an engineer, office worker, or welder yesterday. But the staffing service often can’t deliver the right people today.

The reason there is so much competition isn’t just about price, flexibility, or value. None of those matter when there is nothing to buy.

Earning the loyalty of today’s buyers requires that staffing and recruitment firms meet all of their needs. In this on-demand world of ours, this now includes allowing people to buy now, not later.

MORE: Ensuring service consistency


Scott Wintrip

Scott Wintrip
Scott Wintrip is the president of the Wintrip Consulting Group. He was named to the Staffing 100 by Staffing Industry Analysts in 2011-2016 and was among the first class of the Staffing 100 Hall of Fame in 2017. He can be reached at scott (at) ScottWintrip (dot) com.

Scott Wintrip

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