Improving Customer Loyalty
Loyalty management is the process of managing and measuring customer loyalty and ultimately improving the long-term performance of the business. But loyalty is often confused with satisfaction. Recent research has exposed the “customer satisfaction” industry with the huge sums it spends on research and satisfaction surveys as a sham. Recent research into measuring loyalty offers companies’ new opportunities to turn loyalty management into a winning formula. But few companies have heard the message or reaped the benefits. This paper explains how leaders can use loyalty management to improve performance.