Customer magazines: silent persuaders

Lynne Clymont and Geoff Inglis, BMRB Business Solutions, discuss whether customers magazines build brand loyalty and increase customers' commitment to their suppliers

CUSTOMER magazines have become recognised communication tools and their growth in recent years would seem to tell a success story, but do they actually build brand loyalty and increase the customer's commitment to their suppliers? BMRB Business Solutions had a theory, based on extensive experience in the fields of both media and customer satisfaction measurement, that customer magazines did affect customers' commitment to suppliers. The theory has been revised now, after working on an innovative piece of research: excellent customer magazines maintain, improve and deepen customer relationships.

Lessons from customer research