As all consumers are different and their behavior also should be prepared to deal with them.
Companies that already have some time on the market usually have a wide range of customers; for example, frequently purchased occasional purchase and purchase high volumes. They expect services, special prices, or other preferential treatments that are tailored to their own particularities.
This poses a great challenge to entrepreneurs because at stake is not only customer satisfaction and loyalty, but also the proper orientation of the efforts and resources of the company.
Here is a list of seven types of customers, classified according to their level of brand loyalty:
1- Apostles: They are the stalwarts of the company. They show very high levels of charm and future commitment. Become “ambassadors of goodwill” because within their respective reference circles often exert a pronounced leadership opinion in favor of our products.
2- Loyal customers: They show a pattern similar to the Apostles behavior, but with a lower intensity level.
3- Terrorist clients: They are characterized by very low levels of future commitment. Often they have had one or more bad experiences with the product or service and most of them spread their “bad voice” with a comparatively high level of effectiveness.
4- Potentially Deserts customers: They show a pattern similar to the terrorists, but with less intensity.
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5- Indifferent customers: This segment includes consumers who have a neutral attitude towards the product. In a way, his attitude is like “is not good or bad but quite the opposite.”
6- Hostages customers: They are those who, despite not being happy with the company, remain with the brand. This situation can occur, for example, in semi-monopolistic markets where no viable alternatives perceive, or categories where these customers see as excessively costly migration to other alternatives.
7- Mercenaries: They are characterized by comparatively high levels of “charm”, but with very low intentions of commitment to the product. These usually clearly be categorized type commodity, where the price of good dictates the terms of the customer relationship.
There are three types of mercenaries consumers:
- The Switchers: Have few favorite brands and jump between them depending on whether or not promotion.
- The Negotiators: Change regularly within a wider range of acceptable marks for them.
- The Price sensitive: Brand systematically lower purchase price, no matter what it.
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