Commitment-Led Marketing2019-04-04T09:16:00+00:00



The one-sentence summary:

The customers that your data says are your most satisfied may be the most likely to leave tomorrow, so are you asking the right questions and measuring the right dimensions?


  • Some customers appear to be loyal because they habitually buy a product, but does this mean they are committed to it?
  • The Conversion Model allows you to segment users by commitment to stay, and non-users by openness to adopt your brand
  • By applying this to your brand, and competitors, you can identify the right strategy to defend share (if you are a large brand), or steal it (if small
  • Loyalty is what customers do. Commitment is what they feel
  • Customers can appear deceptively loyal but actually be uncommitted (they might only use the brand because everyone else does (Microsoft), through lack of choice, affordability, or distribution


There is a useful segmentation element:

  1. Users are entrenched or average (committed); shallow or convertible (uncommitted).
  2. Non-users are available or ambivalent (open); weakly or strongly (unavailable)

A “last straw” can make a committed user snap and switch to another. The moment is hard to predict, the decision is usually irreversible, and to cap it all they tend to become a missionary against that brand.

There is an amusing example showing the correlation between the number of lamp-posts in the world and the number of babies born every year, which shows the danger of assuming causality between variables.

There are interesting ‘common mistakes’ that marketers make:

  1. Unnecessary price-cutting
    • It erodes the total brand equity in the market and seldom results in long-term share increases
  2. Too much advertising
    • Advertising for small brands is less effective than for large
  3. Too little advertising
    • Brand leaders should behave like one
  4. Believing that advertising can change perceptions
    • Advertising works best at reinforcing current beliefs
  5. Spending too much on customers who are unavailable
  6. Trying to have a relationship with customers who don’t want one

Lots of customers simply don’t want relationships with your brand, so they shouldn’t be forced