Sure, many companies measure loyalty, but are those companies measuring the right things? This may not be something that you’ve really thought about as you, most likely, already have standard measurement practices in place.
According to Jannie Hofmeyr, Ph.D, companies can’t predict what people will do by how satisfied they are. It’s also important to point out that for every customer who says he’ll do something and doesn’t do it, there are an equal number of customers who say they won’t do something, but then do it.
He says, most companies are not asking the right questions — and suggests that the following questions be asked:
- How important you are to them
- How they rate you against the competition
It is well known that commitment is stronger than loyalty – and by asking these two questions you will gain a better understanding of how committed they are to your brand.
To find out more, read Ginger Conlon’s article on the 1to1 Blog and find out the recommended four actions to help you really measure loyalty.
