Not all Customers are Equal
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- Published on 11/07/2011
- in Category Brands & Marketing
Hostages, Users, Evangelists and Experts.
I have never really been a user of Facebook or Linkedin, but more of a Hostage. I didn’t use them because they made me feel warm inside or helped me kick ass (as Kathy Sierra would say), I used them because everyone else was there. Hostages are a very important type of customer to consider because in many ways they are a hidden variable that can make or break a business. I say a hidden variable because most companies talk about active users as if it is one homogeneous group of active users. The problem with hostages is if they form a large part of your customer/userbase your business is at significant risk as soon as a viable competitor appears as there will be, as they say, a large sucking sound.
