Custom Solutions

A well-designed customer loyalty research study will capture the "voice of the customer" and deliver actionable information that can be used to drive effective change throughout an organization.

Each Loyalty Research Center research study is designed to address our clients' specific company needs and challenges.

Our measurement approaches are based on scientifically validated modeling pricnciples and best practices research methods. We know that it takes more than one question or a single methodology to capture the "voice of the customer."

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Loyalty Research: The Next Generation of Voice-of-the-Member Research

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Click here for, Why Should Associations Survey Their Members in a Recession?

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The Loyalty Research Center Model

The Loyalty Research Center has developed a hierarchical model of loyalty that helps companies understand from their customers’ perspective what it takes to drive business success.

Our model shows how daily interactions between customers and providers drive overall company perceptions that lead to attitudes of loyalty (or not) and behavior.

While every Loyalty Research Center study is tailored to our clients’ business and measurement objectives, the model serves as a framework or guide. Survey questions are built around each level of the model and are designed to elicit both strategic and tactical information.

Understanding how customers perceive performance on each level of the model, and measuring the relative ‘quantitative’ impact of each on overall scores and loyalty are the keys to identifying critical actions to take. Download the Loyalty Research Center’s Customer Loyalty Hierarchical Model to view the different levels.

Loyalty Segmentation

In addition to understanding what actions to take, the model identifies three different levels of loyalty: loyal, neutral and vulnerable. The loyalty metric, tested over time and against actual customer behavior, is the strongest indicator of the customer/provider relationship.

Understanding which customers are loyal, and which ones are neutral or vulnerable, allows companies to focus on retaining their loyalty; or, in the case of the neutral or vulnerable customer segments, taking action to migrate them to higher levels of loyalty.

Upward migration of customers from one loyalty segment to another will positively impact business success. The loyalty framework provides the basis for identifying which aspects of the customer relationship need to be addressed.