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Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog


August 31, 2004

Sustainable Ing? 

Training course in caring about tenants, sponsored by Ing USA

Customers can learn a lot about how to make the world worse for everyone by companies committed to systemically destroy customer loyalty. Here’s a case from Ing USA involving 1750$ per month condo rentals in the Maryland area.

Make sure any renovation a tenants asks for will be done in the least convenient way possible (consequence customers don’t bother)

Always offer new tenants better rates and renovated apartments than old ones.

Increase turnover of residents including more and more short-term ones so that communal safety etc declines
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