17
LOYALTY MANAGEMENT
What is this practice and how effective is it?
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 on 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. We will learn from recent research how firms can focus on loyalty as a key strategic theme.
Alternative names and related topics: service-profit chain; customer aggravation index; customer retention; customer surveys; net promoter score
In the industrial age, owning production and distribution capacity ...
Get Beyond Performance Management now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
