Posted by Tom.Capper
Customer loyalty is one of the strongest assets a business can have, and one that any can aim to improve. However, improvement requires iteration and testing, and iteration and testing require measurement.
Traditionally, customer loyalty has been measured using customer surveys. The
Net Promoter Score, for example, is based on the question (on a scale of one to ten) “How likely is it that you would recommend our company/product/service to a friend or colleague?”. Regularly monitoring metrics like this with any accuracy is going to get expensive (and/or annoying to customers), and is never going to be hugely meaningful, as advocacy is only one dimension of customer loyalty...