Writing for MarketingProfs, Thomas Wachtel discusses five levels on the brand loyalty spectrum that make up the customer base of most brands:
- Switchers
- Satisfied or habitual buyers
- Satisfied buyers with switching costs
- Brand likers
- Committed buyers
Imagining them in a funnel (switchers at the top, committed buyers at the bottom) helps classify each type of customer. While no two companies' brand loyalists are the same, Wachtel writes "there are two universals to transitioning customers from switchers all the way to committed buyers: impeccable customer service and loyalty perks." Read more here: (free subscription required) https://www.marketingprofs.com/articles/2021/44793/how-to-push-customers-down-the-brand-loyalty-funnel
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