Have you ever contemplated changing banks? Even if you have thought of switching if you’re like most people you haven’t followed through.

40% of Australians still bank with the institution where their parents opened their childhood account. 20% of us have either never thought about switching banks or think it’s too much effort. This is the reason school banking programs exist. Banks get us while we’re young. They know we’ll think it’s too much hassle to change in years to come.

Customer inertia is the reason most banks don’t need to reward loyalty.

Thankfully, in a world of infinite choices, most companies can’t rely on customer apathy to stay in business.

We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.

True loyalty is earned, not rewarded.

Image by Claudio Schwarz