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Making Loyalty Actionable

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.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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