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Sample Survey |
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Measuring Customer Loyalty |
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Customer loyalty has been proclaimed by some to be the ultimate
goal of marketing. In marketing, customer loyalty consists of a consumer's commitment
to repurchase the brand and can be demonstrated by repeated buying of a product
or service or other positive behaviors such as word of mouth advocacy. True customer
loyalty implies that the consumer is willing, at least on occasion, to put aside
their own desires in the interest of the brand.
Customer loyalty is more than simple repurchasing, however. Customers may repurchase
a brand due to situational constraints, a lack of viable alternatives, or out of
convenience. Such loyalty is referred to as "spurious loyalty". True customer loyalty
exists when customers have a high relative attitude toward the brand which is then
exhibited through repurchase behavior.
This type of loyalty can be a great asset
to the firm: customers are willing to pay higher prices, they may cost less to serve,
and can bring new customers to the firm. For example, if Joe has customer loyalty
to Company A he will purchase Company A's products even if Company B's are cheaper
and/or of a higher quality.
A most significant contemporary example of customer loyalty is the fervent devotion
of many Mac users to the Apple Company and its products.
Now the first question that always arises is "How do I effectively measure my customer’s
satisfaction and loyalty?"
There is one question that provides the best predictor of customer loyalty and for
the vast majority of business:
How likely is it that you would recommend (Product X or Company X) to a friend
or colleague?
Ask this question and have your customers rate the answer on a 0-to-10 point rating
scale with "0" representing the extreme negative and "10" representing the extreme
positive end.
Then divided the customers into three categories based on their answer to the Question.
- Promoters (those who answer 9 or 10) are loyal enthusiasts who
keep buying from a company and urge their friends to do the same.
- Passives (those who answer 7 or 8) are satisfied but unenthusiastic
customers who can be easily wooed by the competition.
- Detractors (those who answer 0 through 6) are unhappy customers
trapped in a bad relationship.
Now the analysis is pretty simple. If you have 70% to 80% of Promoters then your
company's has an active extended "WOM" (Word-of-Mouth) marketing team working
for you, providing enthusiastic referrals.
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STEP 1 |
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Create Survey
Using just your web browser, create your survey with our intuitive survey editor.
Learn More>> |
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STEP 2 |
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Invite Participants
Send your survey invitation to your own email list using our simple
distribution list management tool OR Put your survey link on your
blog or website, which is as simple as copying and pasting a link to your survey.
Learn More>> |
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STEP 3 |
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Analyze Results
View your results as they are collected in real-time. Watch live graphs and charts
in both 2D and 3D formats. Powerful filtering allows you to display only the responses
you're interested in. .
Learn More>> |
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Survey Application |
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