Proprietary Models
Proprietary Models
Step 3
Step 1
Step 2
Step 3: How to go to market.
Before diving into market ops and tactics, channels, media support and so on, we plan the customer journey for various customer clusters emphasizing Moments of Truth.
Customer Clusters
Exit Barriers/ Risk of Change
Satisfaction
High
Low
Desirers
Devotees
Dippers
Detainees
Low
High
Brand Behaviour in the Relationship Journey
Discovery
Companionship
Exclusivity
Belonging
Independence
Get noticed.
Express POV
Display personality
Create relevance
Be different.
Offer experiences.
Surprise and exhilarate.
Personalise attention
Express gratitude.
Make every contact special
Reward with extras.
Be proactive.
Remember milestones.
Be useful. Charm. Delight
Brand Behaviour
“I’m curious”
“I’m excited”
“I’m committed”
“I’m fulfilled”
Customer Response
Customer Clusters
Exit Barriers/ Risk of Change
Satisfaction
High
Low
Desirers
Devotees
Dippers
Detainees
Low
High
Expectations
Experiences
Emotions
Brand Behaviour in the Relationship Journey
Independence
Inter-dependence
Discovery
Companionship
Exclusivity
Belonging
Brand
Behaviour
Get noticed.
Express POV
Display personality
Create relevance
Be different.
Offer experiences.
Surprise and exhilarate.
Personalise attention
Express gratitude.
Make every contact special
Reward with extras.
Be proactive.
Remember milestones.
Be useful. Charm. Delight
Customer
Response
“I’m curious”
“I’m excited”
“I’m committed”
“I’m fulfilled”
Step 3
Step 2
Step 1
Step 3: How to go to market.
Before diving into market ops and tactics, channels, media support and so on, we plan the customer journey for various customer clusters emphasizing Moments of Truth.
Customer Clusters
Exit Barriers/ Risk of Change
Satisfaction
High
Low
Desirers
Devotees
Dippers
Detainees
Low
High
Expectations
Experiences
Emotions
Brand Behaviour in the Relationship Journey
Independence
Inter-dependence
Discovery
Companionship
Exclusivity
Belonging
Brand
Behaviour
Get noticed.
Express POV
Display personality
Create relevance
Be different.
Offer experiences.
Surprise and exhilarate.
Personalise attention
Express gratitude.
Make every contact special
Reward with extras.
Be proactive.
Remember milestones.
Be useful. Charm. Delight
Customer
Response
“I’m curious”
“I’m excited”
“I’m committed”
“I’m fulfilled”
Step 3
Step 2
Step 1
Step 3: How to go to market.
Before diving into market ops and tactics, channels, media support and so on, we plan the customer journey for various customer clusters emphasizing Moments of Truth.
