--- title: Identifying Loyal and Disconnected Customer Segments description: Brand loyalty is tricky to measure and has an incredible amount of importance placed upon it within the boardroom. But are we looking at it the wrong way? Discover how research can help brands identify the Loyal and Disconnected customer segments to develop successful customer loyalty schemes. image: https://blog.flexmr.net/hubfs/Identifying%20Loyal%20and%20Disconnected%20Customer%20Segments.png --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. 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[Read more](https://blog.flexmr.net/workshops-beacons-customer-salience) 9 MIN READ #### Ed Hill - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (178)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (232)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) Brand loyalty is a tricky metric to measure, and has an incredible amount of importance placed upon it within the boardroom. Traditional customer loyalty strategies are typically aimed at consumers as a whole, providing rewards for repeat purchases and the length of time they remain 'loyal'. But these strategies aren't working as well as they theoretically should, which provokes the question: are we looking at loyalty is the wrong way? It is commonly acknowledged that decisions are made on an individual basis, with many people believing that 56% of their decisions are based on their own personal views and beliefs. However, our recent research on consumer loyalty suggests that there is a large perception gap between consumer intention and behaviour. Additionally, there are two key customer segments that have been discovered: The Loyal (those who are more likely to award a brand their loyalty) and The Disconnected (those who are more likely to shop around the get what they need).  With reference to political, social, and commercial situations, the infographic below explores how consumer decision-making is more of a group effort than we realise, how our sense of loyalty is impacted by this key concept, and how brands can use the two segments to re-frame their strategies and understanding of customer loyalty. **Tweetable Truths:** 1. It is widely accepted that individuals have agency over their decisions, but research suggests that tribes have a larger role to play. ([Click to Tweet](https://ctt.ac/WatE1)) 2. When asked how they voted in the Brexit Referendum, 79% of people stated that everyone in their household voted the same way. ([Click to Tweet](https://ctt.ac/rf13S)) 3. 3 out of 5 customers would give a brand they have been a customer of for over a decade only 6 months to rectify a consistently bad experience. ([Click to Tweet](https://ctt.ac/55MaU)) ### Understanding Consumer Loyalties ![19-03_Cornerstone Campaign Infographic-01 (1)](https://blog.flexmr.net/hs-fs/hubfs/19-03_Cornerstone%20Campaign%20Infographic-01%20(1).jpg?width=1000&name=19-03_Cornerstone%20Campaign%20Infographic-01%20(1).jpg) ### Researching Loyalty When conducting this research we found that we had only scratched the surface of this complex topic. The current customer loyalty schemes only reward superficial loyalty, rather than delving deep and touching the true emotion. So, if loyalty is truly about attitudes and beliefs rather than behaviours and actions, what can brands do to grow a loyal customer base?  Identifying the level of emotional attachment a brand's customers have to the brand is the first step in this process. The second being the identification of which tribes are most important to their customers. These two steps are crucial to understanding which of your customers belong in The Loyal segment and which belong in the Disconnected, providing a good starting point for future research on what brand behaviours impact their sense of loyalty the most. Another consideration to be gained from this research, is to remember that a lack of action should not be confused with Loyalty; a retained customer is not always a loyal one.  With the promise of in-depth actionable insights into what drives their customers' sense of loyalty, businesses will definitely benefit from further research into this area.  #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Sophie Grieve-Williams Sophie is a graphic designer who brings the FlexMR brand to life through creative, impactful and inspiring visual communication. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/retaining_human_touch_customer_salience_cx_ai.png) ### [Retaining a Human Touch with Custom...](https://blog.flexmr.net/customer-salience-cx-ai) In recent years, companies have embraced artificial intelligence (AI) at pace, swept up in a technological momentum that promises efficiency and cost savings. However, in their rush to pursue quickly ... 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