Read the study by Bob E. Hayes, Ph.D. in the June 2008 edition of Quality Progress magazine titled The True Test of Loyalty. This Quality Progress article discusses the measurement of customer loyalty. Despite its importance in increasing profitability, customer loyalty measurement hasn’t kept pace with its technology. Using advocacy, purchasing and retention indexes to manage loyalty is statistically superior to using any single question alone. These indexes helped predict the growth potential of wireless service providers and PC manufacturers. You can download the article here.
Thursday, December 4, 2008
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2 comments:
Loyaltyis a very worthwhile goal. But things like the Net Promoter Score do not give you the tools to improve your Customer Loyalty over the long run. Brookeside can do that
HI BOB,
I am doing a master research on customer loyalty. Can I measure customer loyalty in specific industry rather than a company. for example is it possible to examine the degree of customer loyalty in low-cost and traditional airlines industries. And how?
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