ANTI-PARTICIPANT DISPOSITIONS
APATHETIC
CONFUSED
CRITICAL
DISCONNECTED
"Maybe I'll get around to it."
"I just can't decide..."
"You'd better, or else I'm..."
"I don't agree."
DISGUSTED
FRUSTRATED
MARGINALIZED
POORLY SERVED
"That's gross."
"Not again..."
"This isn't fair."
"Is it really that difficult?"
SUPERIOR
TIMID
"Well, I'd never."
"People might think..."
APATHETIC Lazy
Bored
Worth
Pessimism
Motivations Incentive
APATHETIC Concerns Has a generalized lack of concern, motivation, passion or emotional connection with a service offering Avoids engagement to escape disappointment More of a bystander than an active participant Doesn't connect well to traditional forms of communication Low threshold for details, cognitive load.
Fear Achievement Growth Power Social
"Maybe I'll get around to it."
Character Profile Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
Given the choice to act or remain a bystander, the APATHETIC will generally choose the latter, even where it concerns their own lives. They lack a general sense of urgency to commit, act, engage, or participate. They may also be bored or uninspired. For the APATHETIC who is also managing a health concern this can be especially problematic. If they have a concern, they aren't likely to believe their feedback will change anything. Apathy is not limited to a persona, it can also be associated with or a result of depression, PTSD, autism, aspbergers, bipolar disorder, dementia and any number of other health or injury related conditions.
Conversion Strategy Encouragement, Encouragement, Encouragement. Frequent contact, direct engagement, coaching. Inspire. Needs calendar integration, reminders, follow up, recurring payment automation Membership lapse may not be preceded by feedback. Needs Value Proposition, and Post Sale reinforcement and validation or incentives.
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
CONFUSED Worry
Overwhelmed
Hesitant
Motivations Incentive
Skeptical
Fear
CONFUSED Concerns Has difficulty making decisions, overwhelmed by complexity Uses Learn-Feel-Do as decision hierarchy Has trouble assigning priority Makes pro/con lists Has trouble initiating new activities
Achievement Growth Power Social
"I just can't decide..."
Character Profile Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
CONFUSED participants may find the act of choosing what to participate in more overwhelming than participation itself. They often deliberate to excess. They are also the most loyal and most habitual participants because changing their behavior constitutes engaging in the process of making another difficult choice. Someone who is CONFUSED may be very analytical and may carry decision paths out to their "Nth" degree of conclusion in their minds to eliminate or reduce risk of failure. They may be very planful, organized, and habitual. Another type of CONFUSED is the person who is simply either bewildered or overwhelmed by physical or informational environments. Being thrust into a new and unfamiliar context often produces more questions than answers for them.
Conversion Strategy Keep messaging and content concise. Communicate value. Provide tools like comparison charts, feature lists, etc. Use High-Touch engagement to help guide them to beneficial experiences. Focus on communicating value, reinforce their decisions
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
CRITICAL Critical
External
Temper
Rigid
Motivations Incentive
CRITICAL Concerns Low tolerance for failure, mistakes, errors - even when made in-good-faith. Has difficulty being empathetic, or internalizing feedback. Dislikes accommodating others, giving them equal space to communicate. Punctuality, Keeping one's word, and Accuracy are important.
Fear Achievement Growth Power Social
"You'd better, or else I'm..."
Character Profile The CRITICAL Focuses on others/externals and desires control in order to fix, pressure, force change.
Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
The CRITICAL is hostile to excuses, deviations from schedule. They see who are less concerned with these matters as aloof, careless, haphazard and needing of correction or discipline. If not rectified, they will take charge of their own complaints and try to fix or force the solution themselves. They are highly vocal and confrontational in their approach - not always tactful. They oversimplify misfortune to be result of lack of planning. If they are complaining about an class instructor's tardiness for example, they may ironically consume more class time complaining about the tardiness, than the tardiness itself. CRITICALS see their perspective as authoritative and may manipulate with threats like: "If you don't do X, then I will do Y".
Conversion Strategy Offer to discuss resolutions privately in a 1:1 conversation after an event, group sessions, etc. Listen first, wait to speak. Ask direct questions to confirm their complaint. Give concise direct answers and thank them for the feedback. Offer realistic assurances, don't be manipulated to overpromise solutions or the CRITICAL will indict under-delivery as dishonesty. When resolution is made/kept, hold the CRITICAL accountable to give positive feedback, regarding the change they asked for.
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
DISCONNECTED Critical
Principled
Contrary
Stalwart
Motivations Incentive
DISCONNECTED Concerns Has difficulty connecting to mission statement May have strong political, social, religious or other views Distrusts the motives, altruism, or intent of others May come off as jaded, doubtful, and Tends to view value propositions as incredible
Fear Achievement Growth Power Social
"I don't agree."
Character Profile
Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
The DISCONNECTED is not someone who is disconnected from society. Instead they are more likely to be highly engaged in their values and views. They may refuse to connect to your mission, values, methods, or voice/tone based on their prior experience, perspective, values, or beliefs. The distrust a DISCONNECTED may show may come from current or past experience where they've encountered a Value Proposition that didn't live up to their expectations, or as quoted. They often require proof of value, and trust critical online reviews more than positive ones. Once you've made a connection with the DISCONNECTED, they become fiercely loyal with their commitment and will transfer the distrust they once aimed at you, onto others.
Conversion Strategy Consistency Transparency Doing what we say what we are going to do Quickly remedy any mistakes and reassure Restate and reinforce the mission
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
DISGUSTED Watchful
Order
Hygiene
Clean
Motivations Incentive
DISGUSTED Concerns Hypervigilant, environmentally aware Concerned with cleanliness, hygiene, contaminants May seem particular, obsessive, phobic Their views be influenced by cultural norms or practices They may have principled dietary views.
Fear Achievement Growth Power Social
"That's gross."
Character Profile
Personality Introvert
Extrovert
Analytical
Creative
Passive
The DISGUSTED is particularly sensitive to to occurrences of negative social value, provoking repulsion and desire for social distance. They are motivated to avoid offensive situations, environments, objects, or language. Makes moral judgments of others based on their connection to occurrences which trigger their feelings of disgust. They may or may not voice their concerns directly, but may relate their bad experience to those close to them or complain in social media.
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
Active
Conversion Strategy Vigilant attention to facility cleanliness Staff which practices good hygiene, standards of dress Environment which supports personal physical/sexual safety, Rapid, well communicated, responses to facility concerns Use of signage, operational procedures which ensure cleanliness and reduce occurrences of facility uncleanliness and promote safety.
FRUSTRATED Critical
Class
Status
Contempt
Motivations Incentive
FRUSTRATED Concerns Dislikes feeling opposed Bothered by bureaucracy, forms, paperwork, Low tolerance for slow pace of communication or action Uses verbal and non verbal to communicate frustration Dislikes repeating themselves
Fear Achievement Growth Power Social
"Not again.."
Character Profile The FRUSTRATED may not be able to deal with repeated challenges and failures. Consequently if they continue to experience challenges after lodging a complaint, they strongly dislike repeating their request.
Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
They are further frustrated when they feel like they have to engage with others who have a slower pace of communication, activity, FRUSTRATED people tailgate when driving, skip in line, hit "0" on the telephone to skip a switchboard queue to go directly to the operator,
Conversion Strategy Be quick to resolve concerns Thank them for their feedback Focus your eyes and body - demonstrate you are listening Don't overdo reflexive communication, be practical Be brisk, don't appear to procrastinate Document their feedback and communicate solutions
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
MARGINALIZED Inclusion
Diversity
Access
Justice
Motivations Incentive
MARGINALIZED Concerns May have experienced unequal treatment based on ability level, or one or more personally defining characteristics such as age, gender, nationality, race, belief, disability, sexual orientation, veteran status, or other. Resents exclusion, supports inclusion Is sensitive to, and discouraged by, injustice in their experience May distrust complaint management/resolution protocols Where disability or injury is present, may need physical or cognitive accommodation.
"This isn't fair."
Fear Achievement Growth Power Social
Preferred Channels Traditional Ads
Character Profile
Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
The MARGINALIZED feels that he or she either has been, or may be, treated poorly and unfairly relative to other participants who may be seen as given unequal preference. They will compare their experience(s) and engage with the most supportive community that meets their specific needs. MARGINALIZED participants may have one or more defining characteristics which distinguish them from a majority participant population.
Conversion Strategy Preemptively offer tailored and/or accessible products, content, and services which meet specific needs or interests which reflect the diversity needs of the participant(s). Communicate empathy when the MARGINALIZED offers feedback about their experience CARE by way of Validation, Affirmation, Accommodation, and Integration - without being patronizing. If a competitor has marginalized the participant(s), win their loyalty by offering inclusion, respect, equal access, fairness. Promote internal diversity and cultural sensitivity training
Online & Social Media Referral Guerrilla Efforts & PR
Examples of Marginalization Lack of Spanish language content on a website Poor facility access for participants who use wheelchairs. A customer service experience which is racially discriminatory Not offering vegan dietary options Marketing efforts which only speak to majority ethnicities, beliefs, or lifestyles Programs or activities which promote ethnic stereotypes
POORLY SERVED Solver
Action
Time
Conduct
Motivations Incentive
POORLY SERVED Concerns Is exasperated by repeating requests, redundant processes, clerical errors. Frustrated with inefficient operational protocols Dislikes bureaucracy, wants fast resolutions Low tolerance for rudeness, apathy, laziness Actively pursues solutions to their concerns
Fear Achievement Growth Power Social
"Is it really that difficult?"
Character Profile Personality Introvert
Extrovert
Analytical
Creative
Passive
The POORLY SERVED is generally frustrated with inefficient customer service and, however offended, works diligently to resolve their complaint - often with repeated requests. They are persistent, vocal, and want to feel like they got something accomplished. A cure to a problem may not be enough - they may want to be rewarded for offering their feedback or criticism in exchange for the time they felt exasperated them. They respond to equitable timely solutions and generosity.
Active
Conversion Strategy Don't repeat/parrot their concerns. Process and propose solutions. Log feedback and document concerns Resolve requests quickly. Over-communicate. The POORLY SERVED may work to fatigue a CSR into meeting their demands at once, patience and/or escalation may be needed.
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
SUPERIOR Critical
Class
Status
Contempt
Motivations Incentive
SUPERIOR Concerns Has contempt for and disassociates with people of lower perceived class. Bothered by having to deal with petty concerns Brand/Quality Conscious, values status Imposes high personal standards on others Has trouble initiating new activities
Fear Achievement Growth Power Social
"Well I'd Never!"
Character Profile Personality Introvert
Extrovert
Analytical
Creative
Passive
Active
The SUPERIOR may not actually act directly to confront the person or object of their contempt, or remove themselves from it. Rather, they view that "others" should fix or remove the object of contempt for their benefit. They don't want to be an active part of the solution they demand, but expect that others remove the offense and confirm the resolution. Women in particular may use more non-verbal/gestural than verbal expressions of social exclusion or alienation then their male counterparts. (Underwood, 2004). Notably influential, the SUPERIOR may not be particularly concerned with being reasonable, accommodating, empathetic, or even accurate with their demands. They are concerned with being heard and given an audience with the highest status individual who can mandate action. If not afforded, they will seek this person out.
Conversion Strategy Use proper greetings, posture, less familiar tone. Use reflexive communication and be direct. Communicate empathy with their feedback Assure them that their concerns will be fed to the appropriate channels for remediation, and that it may take time to implement. Send/Give follow-up communication regarding resolution. Thank you cards are effective.
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
TIMID Trait
Trait
Trait
Trait
Motivations Incentive
Timid Concerns Concerned about other's opinions of their physique, ability, or experience Intimidated by complex equipment, extreme energy Not comfortable working out in front of others Has trouble initiating new activities
Fear Achievement Growth Power Social
"People might think..."
The TIMID feels apprehension, especially when in new situations or with unfamiliar people. The primary defining characteristic of TIMID is a largely ego-driven fear of what other people will think of their behavior.
Personality Introvert
Extrovert
Analytical
Creative
Passive
Character Profile
This results in a person becoming scared of doing or saying what they want to out of fear of negative reactions, being laughed at, humiliated, patronized, compromised, offered criticism and/or rejection.
Active The TIMID person may simply opt to avoid social situations or disengage quietly, without explaining why.
Conversion Strategy Encourage and invite the TIMID to participate SHOW - Don't Tell Praise, Reward, Offer Incentives for Engagement Reinforce Their Progress Made
Preferred Channels Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR