Accessible customers - Are they worth the effort?

Are Accessible customers worth the effort? After all, they are an odd mix -- they like you, but don't plan to keep giving you their business. There are a couple ways these customer relationships can be valuable and shouldn't be shunned too quickly.

In the context of the Loyalty Matrix accessible customers have a positive attitude (how they feel about working with your company), but show negative behavior (what they actually plan to do). When you think about, it is a little strange. Why would a customer have a good attitude, but not plan to keep coming back?

It usually means something has changed and they no longer need your product or service. For instance, let's say you have a favorite coffee shop. You like the people, the atmosphere, and the products. But then you move a few miles away. Even though you like going there, it is simply too far out of your way and there are other good options that are much more convenient.

Here are two reason to continue to cultivate accessible customers.

• First, accessible customers will recommend you. Who knows how their positive comments will help you secure new customers in the future?
• Second, you may have other solutions to offer to them. Particularly in a business-to-business situations it's smart to check in with these customers to make sure they are familiar with your entire range of solutions. They may discover another reason to work with you or may direct you to another contact and provide a personal endorsement.

Accessible customers are typically a small percentage of a company's overall customer base, but they can still be important in helping you grow your business.

Patrick Gibbons
Principal, SVP
Walker