Taking action is widely mentioned as the top challenge in a customer listening initiative or voice-of-the-customer strategy. One method to making customer loyalty more actionable is to begin with a good framework. The Loyalty Matrix is a very practical framework that segments customers into four groups based on their responses to a small battery of questions. Each of these groups then requires a different strategy for what actions should be taken.
- Truly Loyal – These customers have every intention of continuing to do business with you and they have a positive attitude towards your company.
- Accessible – These customers have a good attitude about working with you but do not plan to continue their relationship.
- Trapped – These customers show every indication of continuing business with you, but they’re not very happy about it. They feel trapped in the relationship.
- High Risk – These customers do not intend to return and don’t really like working with you anyway.