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

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.) 

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

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.

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.

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

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.