Customer Value Measurement for Competitive Advantage

Peter Burgess

Peter Burgess reviews some of the latest research studies into customer satisfaction and loyalty programmes and concludes that while research in this area is growing there is evidence that brand apathy is on the increase.

Customer Value Measurement for Competitive Advantage

Peter BurgessSomerford Research

These days, there is hardly a company that does not measure, in one form or another, its customers' satisfaction. Since the Peters and Waterman classic, In Search of Excellence1, commended management to 'get close to the customer', businesses have pursued customer satisfaction some only in words, but many in actions as well.

Most companies start by establishing a customersatisfaction baseline. Then they target yearbyyear improvement. Typically the first two or three waves yield insight, action and improvement in customer satisfaction scores. But soon the insights...

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