Customer loyalty research. The methodology can improve the bottom line

Steven Johnson

Customer loyalty research must become more efficient, more closely aligned with the point of sale, and less of a financial burden.

Customer loyalty research. The methodology can improve the bottom line

Steven G. Johnson Market Opinion Research, Inc, United States

INTRODUCTION

The appeal of a customer loyalty measurement program is the linkage of committed customers to enhanced financial performance. However, the best customer loyalty models do have one inherent weakness - the leap of faith required to justify the expense of the program. This paper describes a research methodology that the research agency has used successfully to reduce this leap of faith. We have named this methodology Corporate Customer Syndication or CCS. The research program uses revenue to help offset...

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