When the research experts at Gallup look at how well customers are being served, they identify three categories. Customers are either fully engaged, indifferent or actively disengaged. Let that sink in for a minute, because only one of those is good. Indifferent customers are only there by inertia…but the clock is ticking, and they’re one good offer away from leaving. Actively disengaged customers are looking for the escape hatch. Worse, they’re talking smack about you on social media. Now flip that for the opportunity. Your competition has the same array of customer categories. So two steps. Find and fix what’s making your own customers indifferent or disengaged. And actively pursue the competitors’ customers in those two states. That should keep you busy for the rest of the year.
