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Important - All feelings depend on importance as well as strength

Think about a feeling

This is called (happy or satisfied)

This is something that you love something that suits your values and expectations so you trust it.

This is the time you walked out of a shop, restaurant or bought something that surprised you how got it is

This is the group that decides the financial health of most organisations


This is when there maybe an extremely low emotional engagement and the actual experience is the defining factor in a decision.


This group have a dissociative relationship with your organisation* where CX alone can change outcome

A large proportion of your customers decision is made in circumstances when customers don’t care

Part of the group


Don’t Know

Don’t Care or both!


The largest group of customers for most brands


Largest group of customers – Largest group in terms of impact of both tactical and strategic actions

Engage with you only when prompted.

Not sufficiently engaged to take action.

A step-change in proposition or functionality may trigger this change.

2s may not tell you their satisfaction level

Not loyal


Competitors targeting, to identify dissatisfaction and try to win over.

Can slip down scale or churn if an offer doesn’t meet their expectation.

Low engagement – Low loyalty


Build ways to engage more

Identify risk areas in the customer journey, to avoid any decline. May need to move from passive to active during customer journeys Reduce unnecessary contact.



Overall Passive or indifferent to your brand  but they have a clear opinion. They cannot be described as loyal or disloyal.

+ Think you are OK at what you do but don’t really care about it.

- 2s may not register a complaint, but just leave. -2s won’t  automatically churn. May have low expectation of an industry and accept ‘the best of a bad bunch’.

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