Uncovering the Hidden Insights of Your Customers' True Value

Do you know which customers are the most invested in your brand - and which might be quietly moving on?

McQueen Analytics helps uncover the nuances of customer sentiment and behavior to reveal actionable insights for meaningful change and quantifiable revenue impact.

Mapping Customer Profiles

To understand your customer base, we start by analyzing the two key dimensions of any customer base:

• Affinity: How deeply connected are your customers to your brand? 
• Behavior: What are your customers doing? 

Once we gather data, we map customers into categories that reveal unique opportunities and challenges (as noted in our last post):

• Believers: Highly connected and loyal. They drive the most revenue and can inspire others.
• Potential Believers: On the cusp of engagement. They may need small changes or reassurances to deepen their relationship with your brand.
• Hostages: Currently engaged, but their loyalty is fragile. Retention strategies are critical here.
• Non-Believers: Least likely to engage. Understanding this group helps redirect resources effectively.

How McQueen Helps in Strategizing

In a recent study, 47% of customers fell into the Believer category, making them the foundation of the brand’s success. Another 8% were Potential Believers, offering untapped opportunities with the right approach. At the same time, 12% were Hostages, highlighting an urgent need to address dissatisfaction and retain their business.

These insights allowed for a sharper focus:

• Reinforce what Believers value most.
• Address the barriers keeping Potential Believers from fully engaging.
• Tackle the pain points driving Hostages to consider leaving.
  

Case Study: Streaming Providers potential to gain . . . and lose

We applied this approach to the streaming industry, studying Netflix, Disney+, Paramount+, and Amazon Prime Video. By examining their Believers, Potentials, Hostages, and Non-Believers, we identified critical patterns in customer satisfaction and revenue impact.

This process isn’t about labeling customers — it’s about understanding the dynamics of their relationship with your brand. The insights can guide smarter decision-making, prioritize efforts, and uncover areas of real growth.

McQueen Analytics can help quantify your customer categories too.