Harris Interactive

Philosophy
Harris Interactive’s Loyalty Research Practice is a leading, best-in-class customer-loyalty thought leader and research solutions provider. In today’s increasingly competitive global markets, building customer loyalty and retaining profitable customers is a critical component in any company’s success. From well-established blue-chip corporations to emerging internet and e-commerce businesses, we’ve worked with hundreds of companies to achieve measurable gains in revenue and market share through our loyalty assessments.

Research has shown us that a customer’s commitment to a brand or company – both emotional and rational – is not solely determined by their level of satisfaction. In order to engender (and predict) loyal customer behaviour, organisations must be able to measure and synchronise satisfaction and trust. In turn, customer commitment serves as a catalyst for loyalty and advocacy, and is the vital attitudinal measure that links behaviour to business results.

Committed customers are more likely to forgive failure. They are less price-sensitive, and tend to behave in ways that are profitable to your organisation. Cost is not their first concern, because they truly appreciate the quality and service you provide. They stick with your brand as it grows and evolves, believe in the integrity of your products and services, and remain loyal even when they experience a problem. Furthermore, they cost less to service, and can even become active advocates for your brand or company – happy to voluntarily endorse you to others. Their commitment is based on trust and satisfaction.


Distinctive features
The Harris Interactive Commitment Model is a unique, quantifiable framework that enables our clients to understand and measure the drivers of customer loyalty, including the emotional and rational aspects of customer commitment. Customer commitment has two dimensions – emotional and rational – and is the outcome of meeting multiple and often targeted customer expectations on a consistent basis.

Strengthening bonds with customers and key stakeholders is fundamental to profitability and growth. Customers who form trusting, committed relationships with a brand, company or product offer continual, financially rewarding returns – in ways that extend far beyond goods, services and transactions. Today, the path to customer loyalty begins with customer commitment – a holistic, allencompassing goal that links customer behaviour directly to business results.


Measures
B2B and B2C:

• Commitment (which encompasses a number of overall measures)
• Emotional and rational connection
• Loyalty measures based on satisfaction, value, recommendation and repurchase (or similar)
• Stated satisfaction for key customer touchpoints and elements within those touchpoints
• Stated and derived importance
• Spend/revenue/share of wallet

• IT
• Telecoms
• Financial services
• Oil and petrochemicals
• Utilities
• Construction
• Logistics
• Public sector
• Healthcare
• Travel and tourism
• Leisure
• Retail/grocery
• Automotive

Modelling	B2B	B2C
Customer lifetime value modelling
Links with customer databases
Linking CSM to financial measures
Links to other stakeholder research
Linking data to other customer measures