Glossary

Customer Loyalty Matrix

The market research tool Customer Loyalty Matrix was developed by the Danish business consultant Stig Jorgensen. It is an analysis tool which is used for customer satisfaction surveys. All customers are classified into the nine fields of the matrix according to the “Strength of Relationship” as well as “Strength of Attractiveness” which both can be of high, medium or low value.

The developed nine customer segments are divided into three main categories which have different colours:

• Green customers - feel that the company is an attractive business partner, are satisfied or very satisfied with the way they are treated as customers, are the most loyal customers (high levels of strength of relationship and attractiveness)

• Yellow customers - do not see any long-term value within the relationship, there is a risk of partly or totally losing those customers (medium levels of strength of relationship and attractiveness)

• Red customers - do not think that the company is attractive or competitive, they have a poor perception of their treatment as customers, the company is going to lose them completely as customers (low levels of strength of relationship and attractiveness)

FBInnovation uses the tool of Customer Loyalty Matrix amongst others when conducting customer satisfaction analyses.