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Three Types of Members
Three Types of Members

Are your members fully engaged, indifferent or actively disengaged?

Bruce avatar
Written by Bruce
Updated over a week ago

FULLY ENGAGED customers are emotionally attached and rationally loyal. They'll go out of their way to get a favored product or service, and they won't accept substitutes. True brand ambassadors, they are your exchange's most valuable and profitable members.

INDIFFERENT members are emotionally and rationally neutral. They have a take-it-or-leave-it attitude toward your exchange's product or service.

ACTIVELY DISENGAGED members are emotionally detached from a company and its products or services. They will readily switch to another barter exchange. If switching is difficult or impossible because they already have too much trade credit in your exchange, they may become virulently antagonistic toward the company. Either way, they are always eager to tell others exactly how they feel.

Gallup did an analysis and found that fully engaged customers are more loyal and profitable than average customers in good economic times and in bad. Across a variety of industries and target audiences, including business-to-business, Gallup's research has consistently shown a powerful link between customer engagement and key business outcomes.

Data reveals that a customer who is fully engaged, represents an average 23% premium in terms of share of profitability, revenue, and relationship growth compared with the average customer. In stark contrast, an actively disengaged customer represents a 13% discount in those same measures. 

In short, when customers believe they are getting more out of a service business, they give more to it. 

Connect with us and learn more about member engagement and the tools readily available and integrated with VirtualBarter software and Reciprio Marketplaces.

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