Companies that already have some time on the market typically have a wide variety of clients; for example, frequently purchased, purchase and occasional high-volume purchase. They expect services, special prices, or other preferential treatments that are adapted to their specificities.
This poses a great challenge to entrepreneurs because at stake is not only customer satisfaction and loyalty, but also the proper orientation of the efforts and resources of the company.
Here’s a list of seven types of customers, classified according to their level of brand loyalty:
1. The Apostles. They are the stalwarts of the company. They show very high levels of charm and future commitment. They become “ambassadors of goodwill” because within their respective reference circles often exert a pronounced leadership of opinion in favor of our products.
2. Loyal customers. They show a pattern of behavior similar to the Apostles, but with a lower intensity level.
3. Negative minded clients. They are characterized by very low levels of future commitment. Often they have had one or more bad experiences with the product or service and most of them spread their “bad voice” with a comparatively high level of effectiveness.
4. Potentially Deserters customers. They show a pattern similar to the terrorists, but with less intensity.
5. Customers indifferent. This segment brings together consumers who have a neutral attitude towards the product. In a way, his attitude is like “is not good or bad but quite the opposite.”
6. Customers hostages. They are those who, despite not being happy with the company remain with the brand. This situation can occur, for example, in semi-monopolistic markets where they perceive no viable alternatives, or categories where these customers see as excessively costly migration to other alternatives.
7. Mercenaries. They are characterized by comparatively high levels of “charm”, but with very low intentions of commitment to the product. These are usually clearly given in categories such commodity, where the price of well dictates the terms of the customer relationship.
There are three types of mercenaries consumers:
-The Switchers: have few favorite brands and jump between them depending on whether or not promotion.
-The Negotiators: change regularly within a wider range of acceptable marks for them.
-The price sensitive: Brand systematically lower purchase price.