Consumer Insights on Loyal Customers versus Raving Fans

Thanks to food allergies I eat Mexican food very frequently. I’m a raving fan of Chipotle; however, my wife prefers a local full-service Mexican restaurant where we’ve eaten at least once a week for more than five years.

I eat at Chipotle virtually every day, I own their stock, I blog about them, I introduce my friends to them, I have online conversations with Chipotle’s director of customer satisfaction, I let Chipotle employees know when they do a good job and when something needs attending to in the restaurant.

While my wife and I may be a loyal customer of the local Mexican restaurant, I’m not a raving fan and I’m not inclined to invest the same level of “raving fan” support that I provide on a regular basis to Chipotle.

I’ve seen a lot of discussions about the difference between satisfied customers and loyal customers. I don’t see a lot of discussion differentiating loyal customers from raving fans. In the case of my example above, I know I spend 2.5 to 3-times more at Chipotle over the course of a year than I do at the local Mexican restaurant. However, I’m confident my other contributions to Chipotle far outweigh the revenue I directly generate — especially when you consider the lifetime value of the new, now regular, customers I have introduced to Chipotle.

Do you know the difference between your raving fans and your loyal customers?


About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at
This entry was posted in Consumer Insights and tagged , , , , , , . Bookmark the permalink.

One Response to Consumer Insights on Loyal Customers versus Raving Fans

  1. Pingback: 5 Ways to Enhance the Customer Experience | CTSmithIII's Blog

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s