TRUSTTHRESHOLD

This is the point where you’ve earned enough trust for your customer to buy from you.

This is the point where a customeris so inspired by your solution, they tell

everyone about it and encourage others to see for themselves.

This is the point at which they have self determined that they will use your product or service again in the future. They will not hunt for a competitor. They

trust you to deliver on your brand promise again.

Bad Experiences canmove your customersdown the ladder.

Once someone becomesa brand advocate and has put their personal seal of approval on your brand, it becomes much more difficult for them to move down the ladder.

Really bad experiencescan move your customer down several rungs.

How you respondto these bad experiences can result in a major transition up the ladder.

Each rung on the ladderrepresents a “micro” experience that your prospect or customerhas with you.

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ADVOCACYTHRESHOLD

LOYALTYTHRESHOLD