Knowing them will help you make projections about future sales, although not to apply NPS surveys , since they are very volatile customers who do not usually commit to a particular brand.
In this article, you will learn how to recognize them and we will give you some tips for dealing with this particular type of client.
What are mercenary clients?
Mercenary customers are a type of classification australia telegram data within a very popular customer analysis model called the Apostle Model.
Within this model there are 4 categories of clients and one of them is the mercenary , who is characterized by being a satisfied but not loyal user.
To better understand who mercenary customers are and what role they play in your company, let’s take a look at the Apostle Model theory.
Apostle Model Theory
The model is based on two conditions to classify customers: loyalty and satisfaction .
Apostle. The satisfied and loyal customer is your brand's Apostle customer , who will recommend it and continue buying from you. They are regular customers and spread the word about your brand among friends and family, as they have forged an emotional connection.
Mercenary. The satisfied but not loyal customer is the mercenary customer . Mercenaries will recommend your brand, however, they will switch to another company if the opportunity arises.
Hostage. The customer who is not satisfied but would buy again is the hostage customer. He will remain loyal because:
1. He complies with a corporate directive.
2. The cost of switching brands is really high, or there are no other offers of the same product or service.
3. He must comply with a pre-established contract.
Terrorist. Lastly, the customer who is not satisfied and will not buy again is the terrorist customer , and they are called that because they know how you work and will persuade others not to buy your products. These types of consumers are usually serial haters , and will seek to share their negativity with other consumers at any time.
