Customer Classification

Understanding customer typology is crucial to effectively resolving conflicts, as not all disagreements are the same or require the same approach.

Customers can be classified into three main categories, each with unique motivations, goals, and reasons for conflict.

First, there are one-time customers.

These are those who make a single purchase or are in the initial phase of a business relationship.

Their conflicts are often related to one-time misunderstandings, such as an unclear promotion, a transaction issue, or a defective product.

For these types of customers, the primary focus of conflict resolution should be on making a great first impression and providing clear, promp t communication.

The solution should be straightforward and simple, such as a refund or exchange, to prevent a bad experience from turning into a public complaint or a permanent loss of the customer.

The second group is multi-purchase customers.

These customers are repeat customers and have demonstrated brand loyalty.

Their conflicts often arise from confusion about rewards or loyalty programs, or resistance to changes in products or services, such as a price increase.

With this group, the goal of conflict management is to maintain and strengthen loyalty.

Solutions should focus on personalization and demonstrating that the company values their loyalty.

For example, a detailed explanation of the price change or preferential treatment can be offered to mitigate their discontent and ensure they don't feel their trust has been betrayed.

Finally, we have subscribers.

These customers have an ongoing commitment to a product or service through recurring payments.

Their most common conflicts revolve around billing issues, service glitches that prevent use, or difficulties when trying to cancel or modify their plans.

The key strategy with subscribers is to focus on ongoing commitment.

Resolution should be quick and transparent, and the goal is to ensure they can continue using the product or service uninterrupted.

If they have a problem, the solution should be aimed at restoring their experience as quickly as possible to justify renewing their payment.

Customer typologies not only help us understand their problems, but also allow us to adapt our resolution strategy, leading to more satisfactory outcomes for both parties.

Summary

Understanding customer typologies is crucial for resolving conflicts, as each type requires a different approach. One-time customers often have conflicts due to specific misunderstandings and need quick solutions such as a refund.

Multi-buy customers, with their proven loyalty, get frustrated by changes in products or services. The strategy here is to strengthen loyalty by offering detailed explanations and preferential treatment for their dissatisfaction.

Subscribers have an ongoing commitment, and their conflicts revolve around billing issues or service failures. The resolution should be swift and transparent, ensuring they can continue using the product without interruption.