Three Types Of Customers

I saw the results of a survey by the folks at SAP a couple of weeks ago and have been meaning to write about it as we hit prime shopping time for the holidays.  They announced results from the Customer Journey Poll, a survey aimed toward helping organizations improve their understanding of customer happiness and encourage brand loyalty.  They polled more than 3,000 Americans, ages 18 and older, to gain insight into what makes customers loyal to a particular brand.  What they found is interesting, albeit not very surprising.

They uncovered three very interesting personas that they claim definitely did not exist 10 years ago:

SAP found three distinct personas that surfaced from the poll data: The “virtuous” customer who patronizes companies that have values to which he or she relates; the “invested” customer, who loves to interact with companies and often seeks guidance and information; and the “ignored” customer, whose inquiries about a product or service sometimes get delayed or ignored. By understanding which customer falls into which persona, brands will have the ability to deliver content that customers consider most important and, in turn, improve overall engagement.

First is the Ignored Consumer:

While email is the most popular way cited to communicate with companies, nearly half of respondents (48 percent) reported problems with delayed or no email responses.  These customers… likely wouldn’t continue to patronize a company that cuts them off.

No kidding.  But how many of us are guilty of creating exactly that group among our customer base?  On the other side of the fence is the Virtuous Customer:

Virtuous customers are those who repeatedly buy from companies they deem to have values similar to theirs. Poll data showed that shared values was cited by 30 percent of Americans as a reason to stay loyal to a brand, making it one of the top three reasons for loyalty. Seventy-five percent said the product/service itself spurred loyalty, while 41 percent cited discounts/offers.

Finally, there are Invested Customers:

Invested customers are the ones who love to interact with companies. Fifty-four percent of respondents said they’d either like or might like (depending on the company) to be offered help via chat or phone before they even ask for it. A whopping 80 percent would either like or might like to be kept up to date on new products.

Interesting.  Just as there are different types of customers there are different methods with which to engage them.  It’s increasingly important that we not offer up one-size-fits-all solutions and focus on reaching each segment in a manner that addresses their loyalty hot buttons.

Worth some thinking?

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