05 The loyalty
cube
Back to toolbox
The loyalty cube divides an audience into eight segments, on axes of how they feel, what they know, and what they do. It's a basic part of effective CRM: knowing which customers count most.
Highly loyal people - cube 1 - are stable customers; they like you, know you, and buy from you. The cube you can't see (bottom back) is 8. These people are the coldest prospects of all - don't know, don't care, and aren't buying.
The cube is an audit tool: ideally you want as many customers as possible in cube 1, and the rest in 2, 3, or 4. The volume of customers and prospects moving between cubes - and in what direction - tells you if your marketing's working. Next: finding open marketspace.
Back to toolbox
The loyalty cube divides an audience into eight segments, on axes of how they feel, what they know, and what they do. It's a basic part of effective CRM: knowing which customers count most.
Highly loyal people - cube 1 - are stable customers; they like you, know you, and buy from you. The cube you can't see (bottom back) is 8. These people are the coldest prospects of all - don't know, don't care, and aren't buying.
The cube is an audit tool: ideally you want as many customers as possible in cube 1, and the rest in 2, 3, or 4. The volume of customers and prospects moving between cubes - and in what direction - tells you if your marketing's working. Next: finding open marketspace.