Important - All feelings depend on importance as well as strength
Feeling
This when we are at war but you may not know it
Completely
happy satisfied pleased engaged involved Easy horrible terrible pathetic predictable wrong perverted distasteful unacceptable
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This is something that you love something that suits your values and expectations so you trust it as much as you need to. This is the time you walked out of a shop, restaurant or bought something that surprised you how good an experience it is.
This is about shouting at people, litigation the unfair treatment of people and the abuse of my trust and my data. It is common for a social media storm about failing to meet core values that creates more than states (Facebook, United, Starbuck and the rest European Tax etc. etc.)
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But the are moments!
It is something you want people to know about you and it brings you pain!
Got one in mind?
Active Customers
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Theoretically your largest active group
Theoretically your largest group with highest probability of positive outcome from intervention – biggest bang per buck in short term activities and largest cost.
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Easier to interact with - 3s are active therefore more open to change
More interactive and likely to offer their opinion, both offline and online.
Will take action without prompting but will be stimulated by events or contact. The other 2 active states are more explosive
3 > 4
I know
I Care or both!
The largest actively communicating group of customers for most brands
Action
Active support for 3’s although initially they may not appear to need it.
Adjust you statistical model - – elicited views are not representative of whole base in any way. They are a good insight to process
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.
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Profile
Might engage in ‘customer work or sabotage’ - good or bad.
Caution
They are firm in their opinion to the extent of it being reasonable because it is important
Engaged in a quieter way and less keen to make this visible
Normally a larger group than 4 and 5 .
+ Will do customer work* around much larger peaks of engagement and around organisations social engagement
- 3s will be strongly negative is they have made their decision about you. However if converted likely to become a +4
Behaviours
Might engage in ‘customer work or sabotage’ - good or bad.
Caution
They are firm in their opinion to the extent of it being reasonable because it is important
Engaged in a quieter way and less keen to make this visible
Not necessarily a larger group than 4 and 5 . Overall Passive or indifferent to your brand but they have a clear opinion. They cannot be described as loyal or disloyal.
+ Will do customer work* around much larger peaks of engagement and around organisations social engagement
+ spend money and create brand momentum They will tolerate occasional lapses of service or poor CX because of the higher stakes in relationship
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Actionable
+ spend money and create brand momentum They will tolerate occasional lapses of service or poor CX because of the higher stakes in relationship
- 3/4s will expect a consistently poor CX and create additional cost in all contact situations
Your first step with a -4 will be to manage the mood at the HAY* stage
Trust is a key element of these states.