The “Wheel of Loyalty” is a concept developed by Fred Reichheld, a business strategist and author known for his work on customer loyalty and the Net Promoter Score (NPS). The Wheel of Loyalty is a model that helps businesses understand the different levels of customer loyalty and how they can move customers from one level to the next.

The Wheel of Loyalty typically consists of four main levels or categories of customer loyalty:

  1. Skeptical Customers: This is the outermost level of the wheel. Skeptical customers are those who have had limited interaction with your brand or business and are not yet fully convinced of its value or the quality of its products or services. They may be trying your offerings for the first time or have had a few interactions but remain cautious.
  2. Satisfied Customers: Moving inward, the next level of loyalty consists of satisfied customers. These customers have had positive experiences with your brand, and they are generally happy with the products or services they’ve received. However, satisfaction alone does not guarantee loyalty; customers at this level may still be open to exploring alternatives.
  3. Loyal Customers: In the center of the wheel are loyal customers. These individuals or entities are not only satisfied with your offerings, but they also repeatedly choose your brand over competitors. They exhibit a strong sense of loyalty and are likely to recommend your products or services to others. They become promoters of your brand.
  4. Advocate Customers: Beyond loyalty, the innermost level of the Wheel of Loyalty includes advocate customers. These customers are not only loyal to your brand, but they actively promote it to others. They may refer friends, family, or colleagues to your business and become powerful advocates through word-of-mouth marketing.

The goal for businesses is to move customers from the outer levels (skeptical and satisfied) to the inner levels (loyal and advocate). Achieving this typically involves delivering exceptional customer experiences, consistently meeting or exceeding customer expectations, and building strong relationships.

Fred Reichheld’s work on customer loyalty, including the Wheel of Loyalty and the Net Promoter Score (NPS), has been influential in shaping customer-centric strategies and understanding the importance of customer retention and advocacy in business success. The Wheel of Loyalty serves as a visual representation of the customer journey and the stages customers go through as they develop loyalty to a brand.

The “Wheel of Loyalty” is a strategic model used by businesses to understand and enhance customer loyalty. Here’s a breakdown of how to develop this powerful tool:

1. Building a Foundation

2. Creating Loyalty Bonds

3. Reducing Churn

Visualizing the Wheel

Once you have these strategies, consider visualizing them as a wheel. Here’s a basic example:

Key Considerations

Example: Coffee Shop Wheel of Loyalty


“The Wheel of Loyalty” is a concept often used in marketing and customer relationship management to illustrate the various factors that influence customer loyalty. Developing your own “Wheel of Loyalty” involves understanding your customers’ needs, preferences, and behaviors, and then identifying the key elements that contribute to building and maintaining their loyalty. Here’s a step-by-step guide to help you develop your own “Wheel of Loyalty”:

  1. Understand Your Customers: Conduct thorough market research to understand your customers’ demographics, psychographics, preferences, and behaviors. This will help you identify what matters most to them and what drives their loyalty.
  2. Identify Key Factors: Based on your research, identify the key factors that influence customer loyalty in your industry or market. These factors could include product quality, customer service, pricing, convenience, brand reputation, rewards programs, etc.
  3. Create the Wheel: Visualize these key factors as segments of a wheel. Each segment represents a different aspect of the customer experience that contributes to loyalty. You can use a diagramming tool or simply draw a circle and divide it into sections.
  4. Assign Importance: Assign importance or weight to each segment based on its impact on customer loyalty. Some factors may be more critical than others depending on your industry and target audience.
  5. Map Customer Journey: Map out the customer journey and determine how each segment of the wheel interacts with the customer at different touchpoints. This will help you understand where you need to focus your efforts to strengthen customer loyalty.
  6. Develop Strategies: Develop strategies and initiatives to enhance each segment of the wheel. This could involve improving product quality, providing exceptional customer service, offering loyalty programs, optimizing pricing strategies, etc.
  7. Integrate Feedback Loops: Implement feedback loops to continuously monitor customer satisfaction and gather insights into areas for improvement. This could include surveys, customer reviews, social media monitoring, and other feedback mechanisms.
  8. Iterate and Improve: Regularly review and iterate on your “Wheel of Loyalty” based on new insights, changes in the market, and evolving customer needs. Continuously strive to enhance the customer experience and strengthen customer loyalty over time.

By following these steps, you can develop a comprehensive “Wheel of Loyalty” tailored to your specific business or industry, helping you better understand and cultivate customer loyalty.