True Test of Loyalty – Article in Quality Progress
Read the study by Bob E. Hayes, Ph.D. in the June 2008 edition of Quality Progress magazine titled The True Test of Loyalty. This Quality Progress article discusses the measurement of customer loyalty. Despite its importance in increasing profitability, customer loyalty measurement hasn’t kept pace with its technology. Using advocacy, purchasing and retention indexes to […]
Customer Loyalty 2.0 Article in Quirk’s Marketing Research Review
Read the study by Bob E. Hayes, Ph.D. in the October 2008 edition of Quirk’s Marketing Research Review magazine titled Customer Loyalty 2.0: The NPS Debate and the Meaning of Customer Loyalty. The article summarizes the NPS methodology, including its developers’ claims and opponents’ criticisms. Additionally, this paper includes research that examines the meaning of […]
Measuring Customer Satisfaction and Loyalty (3rd Edition)!
Updated book on measuring customer satisfaction: Measuring Customer Satisfaction and Loyalty (3rd Edition). Bob E. Hayes, Ph.D. updates his best-seller about how to construct, evaluate, and use questionnaires, and adds a new chapter on customer loyalty. Included are two different methods of sampling and determining an appropriate sample size for reliable results; the reliability and […]
The Downfall of the NPS: Customer Feedback Professionals Do Not Believe the NPS Claims
The Net Promoter Score (NPS) is used by many of today’s top businesses to monitor and manage customer relationships. Fred Reichheld and his co-developers of the NPS say that a single survey question, “How likely are you to recommend Company Name to a friend or colleague?”, on which the NPS is based, is the only […]
Customer Loyalty and Customer Lifetime Value
Customer loyalty and customer lifetime value are two different, yet related, areas of study. The purpose of this discussion is to outline each area and highlight how knowledge in both areas is necessary to better understand how to grow a company. Companies are not static entities; they make business decisions in hopes to increase customer […]
Customer Loyalty and Goal Setting
All companies who use customer loyalty surveys strive to see increases in their customer loyalty scores. Improving customer loyalty has been shown to have a positive impact on business results and long-term business success. Toward that end, executives implement various company-wide improvements in hopes that improvements in customer loyalty scores will follow. One common method […]
Relationships, Transactions and Heuristics
There are two general types of customer satisfaction surveys: 1) Customer Transaction Surveys and 2) Customer Relationship Surveys. Customer Transactional Surveys allow you to track satisfaction for specific events. The transactional surveys are typically administered soon after the customer has a specific interaction with the company. The survey asks the customers to rate that specific […]
Measurement and Meaning of Customer Loyalty
The use of customer loyalty survey data to help manage customer relationships has received much technological innovation over the past decade. Web-based surveys provide an easy vehicle for customers to provide feedback. For example, individual customer concerns are addressed through the use of automated prompts (typically in the form of emails) to Account team members […]
Beyond the Ultimate Question
Measuring Customer Satisfaction and Loyalty (3rd Ed.)