Change Implementation Techniques for Forming Transitional Team, Creating Alignment, Maximizing Connectedness and Creativity

Technique 8.8 Customer Type

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List your customers and rank them by type.

Type*i

Customers

Loyal/apostle

Mercenary

Hostage

Defector

Angry

Disappointed

             
             
             
             
             

Notes

i) Individual customer satisfaction, loyalty and behaviour are linked, as shown in the table below

Customer type

Satisfaction

Loyalty

Behaviour

Loyal/apostle

High

High

Staying & supportive; helping to attract new customers

Mercenary

High

Low to medium

Coming & going; low commitment

Hostage

Low to medium

High

Unable to switch; trapped

Defector

Low

Low

Leaving or left unhappy

Angry

Low

Low to medium

Are unhappy; feel cheated, ignored & humiliated; more visible than disappointed customers

Disappointed

Low to medium

Low to medium

Are unhappy; disengage; building "negative credits"; feel cheated, ignored & humiliated; lack confidence in the problem being resolved

The classification of a particular customer should dictate how you treat them; the ideal customer is an "apostle" and at the other end of the scale is "disappointed".

 

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