Module 5: Costumer Satisfaction Matrix
Introduction
Deciphering how customers feel about your brand and their buying behavior is crucial for effective marketing. Module 5 of The Trakkster Report, the Customer Satisfaction Matrix, offers a unique perspective on this. Let’s break down this matrix into simple terms to understand what it tells us about different customer segments.
Insights
The Four Boxes
The matrix is divided into four boxes, based on two questions: Do customers prefer your brand? And do they use it? Each box represents a different group of customers.
Top Left Box - Curious
- Preference: Yes
- Usage: No
These are the people who like your brand but haven’t bought your product yet. It’s like having friends who say they’d love to try a new restaurant but haven’t dined there yet. Your goal is to find what would make them take the leap from just being interested to actually making a purchase.
Top Right Box - Loyalists
- Preference: Yes
- Usage: Yes
These customers are your fans. They prefer your brand and are already using your products. It’s like regular diners at a restaurant who always come back for more. The aim here is to keep them happy and maintain the good relationship.
Bottom Left Box - Uninterested
- Preference: No
- Usage: No
This group doesn’t prefer your brand and they aren’t your customers yet. They're like people who have heard about the restaurant but never thought of visiting. The challenge is to increase awareness about your brand and give them reasons to consider it.
Bottom Right Box - Dissatisfied
- Preference: No
- Usage: Yes
These are customers who use your brand but don’t really prefer it. Maybe it’s due to lack of better options or habit. It’s like diners who eat at a restaurant but don’t really enjoy it. The focus here should be on improving their experience to turn them into loyal fans.
