Heavy, medium, and light users were terms used to describe purchasers for many decades. These phrases have been replaced by best friend, friend, fling, and experimenting to name a few. The customer wants to be treated the exact same way they interact with the brand. By delivering consistency with the customer’s expectation, you create a positive experience with the customer. This happiness can translate into a deeper relationship with the product being utilized and with the company as well. Each of these interactions creates an opportunity for a story to be told. The beneficiary of these stories is your business. This new way of market segmentation creates a tremendous opportunity for business to deliver how the customer wants to be treated with the reward being a repeat user.

These feelings toward your product or service are now front and center in how customers interact with you. Matching their feelings in every situation is a new way to build customer loyalty.