Optimise return on customer loyalty
Robert Passikoff and Amy Shea
Effective customer loyalty predictors need to consider how the brand measures up to the consumer's category ideal
The question of whether or not brands really need predictive loyalty metrics is only ever asked out of sheer frustration that such a thing exists. After all, what marketer wouldn't want to know what is coming at their category and their brand 12 to 18 months in advance?
Scepticism is especially understandable when one thinks of major brands, such as General Motors, which certainly had neither shortage of research on how...