Important - All feelings depend on importance as well as strength
Feeling
This when we are at war
Completely
Unhappy Dissatisfied Displeased Disengaged Uninvolved Hard horrible terrible pathetic predictable wrong perverted distasteful unacceptable
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This is a moment of passion that changes your life...we all have them.
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.)
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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
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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.
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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
Characteristics
This relationship with you is part of who they currently are and how they define themselves
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Highly motivated
States present a level of ‘cognitive dissonance’.
Actively engaged in customer work or brand sabotage.
Willing to publicly express their feelings.
Extrovert personality traits or extreme experience impact
4s have a higher expectation of an emotional response from the organisation than 3s.
Risks
This state has higher risks of change and higher impacts when the change occurs.
The 4 state is likely to be both unstable and higher inherent risks of volatile active states
Financial. Higher Risks and rewards
Brand.
Operational
An organisations ability to organise the resource to meet this higher stakes situation is a reputation risk
States present a level of ‘cognitive dissonance’.
My feeling based on my work over the last 5 years is that a -4 will cost you 4 or 5 or 10 times the effort and cost and what ever that multiple is can be identified within your existing ROI Cost per Sale Lifetime Value and other metrics. I think -4’s cost more than +4’s generate….if that makes sense