Many companies have adopted NPS (net promoter score), as a means to measure the effectiveness of their CX programmes. Companies that improved their NPS scores found that overall business performance improved. Heck, NPS has even been backup by a Harvard Business Review article. Everything published in HBR must be true – right? Companies have approached …
One of my main areas of research and my passion is customer loyalty. After spending 5 years and spending nearly £350,000 I have produced research which is quiet exciting. I researched, studied and/or worked with numerous firms including Apple, Emirates Airlines, Thomson Travel, Serena Hotels & Resorts, Singapore Airlines, Harley-Davidson, Ikea, Zara, Walt Disney, Caterpillar …
Customer loyalty is of extreme importance to any firm. Many firms find that their ‘loyal’ customers often defect to competition. Yet we find that there are organisations and entities that have ‘customers’ who are loyal to the extent that they love them, will never leave them and will be willing to pay more money for …
In my previous blog I discussed true customer loyalty. In this blog I will discuss what are the differences between emotionally attached and other types of loyal customers. For more info on how to develop emotional attachment, read my blog on How to get your customers to love your brand. Emotions vs Emotional Attachment First, lets get …
There is much talk about satisfying customers. In fact nearly any marketing text you pick up, blog you read, the main definition of marketing is ‘satisfying’ customers. Researchers, managers, experts in the past have said that satisfaction can lead to loyalty, profitability, customer retention, etc. However, this is now changing. I believe we need to …
I did some work for an organisation that was working in the financial sector, seeking advise on developing a loyalty program. For starters I was impressed that a financial institution is actually thinking about developing loyalty. During our discussions a number of key things emerged, which I wanted to share with everyone. Customer loyalty for …
