WebPunch_Icon_Roo Head_White Background_Black

The Three Types of Clients. Ecstatic, Static, Vulnerable

Stats show that on average, businesses lose about 20% of their customers each year, which means a lot of effort must go into getting new customers, securing those on the fence, and of course, maintaining the base you already have.

It’s crucial for you to celebrate your customers so you can keep the ones you got and attract new ones.

We want companies to look at customers as more than dollar signs. They are vocal individuals, brand ambassadors, families, potential relationships and people that need something. Of course, businesses need customers to spend money with them, but this should come as a byproduct to building relationships with clients.

When it comes to types of clients, we break them down into three groups: Ecstatic, Static, and Vulnerable (they can also be known as net promoters, passives, and detractors, respectfully). It’s best to focus on all three types of clients to both grow and maintain your client base. However, you should use a certain strategy with each type of customer since their experiences differ.


Vulnerable: This is the most at-risk group for leaving your customer base, but if you go about it the right way they can become your closest allies. They are out in the world talking to their friends or chatting online about a crummy experience they had with a business. They announce that they most likely won’t be back and then recommend that others don’t do business there as well. Not all is lost, though. Businesses can start to mend relationships with this group simply by reaching out and listening. Validate their concerns and let them know that their feedback (most likely negative), has been addressed. Perhaps you are able to make changes; if so, let them know that you did. Maybe youimproved operations, changed products or services, or let go of an employee. If you haven’t changed anything, at least let them know that you are listening and are genuinely concerned. Ask them back for a second shot and a chance at redemption, offer a sincere apology or give them a discount or freebie. Ultimately the goal here is to turn this vulnerable customer into someone who is ecstatic about your business.


Static: These consumers are balancing on a ledge, arms splayed out for stability, eyeing two potential sides they could land on; one side is your business and the other side is your competitor. They may not be against your business and may have even already hired you before, but they aren’t necessarily a cheerleader for you either. How do we know? Because they spend about 50 percent less than Ecstatic Customers. They are hemming and hawing, saying some good things about your company and some “meh” things as well. It’s a tough group, a grey area, and a team of indecision. Work with this group. Don’t give up on them. Because they haven’t fully committed to any business, there’s still a chance for you to woo a static customer with your charm.


Ecstatic: These guys are the best, we love them! They are singing your company’s praises, telling their family, friends and the whole digital world about how great you are. Typically, they spend two times as much money on your business, they are 90 percent more likely to post a positive review for your business, and are two to four times more likely to recommend your business to others. This is the group we focus on when getting people to write reviews about your business. The ecstatic customer already loves you, so make sure to keep them around!

No matter what the category a customer or potential customer may fit into, they need to be celebrated. Celebrating your customers means maintaining and expanding a loyal base. More importantly, though, it means making your clients feel good by understanding them and fulfilling their needs.