Is there a place for both customer satisfaction measurement and customer loyalty measurement?
Absolutely! How often are you asked to “please stay on the line” after talking with a customer service representative or you are handed a register receipt with a number to call to participate in a survey? In both of these scenarios, the company is interested in learning how satisfied you were with the service you just received. Measuring your customers’ satisfaction related to specific transactions is very appropriate to understand specific experiences. It can reveal training issues or even expose a product or process issue that was previously undetected. However, if your company’s goal is to minimize customer defections, strengthen its relationship with customers, and increase customer spend or share of wallet, the Loyalty Research Center recommends adding customer loyalty measurement into your customer retention strategy. Customer loyalty measurement will give you a better understanding of the relationship you have with your customers and how to improve it. Our scientifically validat
