Loyalty versus Satisfaction - What's the Difference?

Satisfaction will not tell you if your customers will defect or your association members will drop their memberships.

Loyalty measurement captures the voice of the customer; their expectations and your performance against those expectations, as well as what you need to do to improve. Unlike satisfaction, loyalty encompasses the total customer experience; giving you a foundation for better decision making and action planning.

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Al Paison

"Understanding, measuring and managing customer loyalty and employee loyalty makes our work very rewarding to us and to our clients. At the Loyalty Research Center, we are focused and engaged in helping our clients succeed in using customer and employee loyalty as a strategic advantage."

Education

Schoolcraft College
University of Michigan - 1971, B.A. Marketing
Stanford University

Background

Al Paison brings more than 25 years of business experience to his role as Co-founder of the Loyalty Research Center. Al began his career in 1971, working for the Xerox Corporation in several positions, including sales management, national sales management, training and new products.

In 1978, Al accepted a position in client service and operations management for NFO Research. He was promoted to Vice-President of Marketing, where he handled client services, sales, new product development, pricing and marketing strategy for the $40 million research firm.

After five years, he accepted a position at Walker Research, Inc. as a Senior Vice-President. In 1987, Al was appointed President/CEO of Walker: Customer Satisfaction Measurements. He directed the growth of Walker: CSM from a start-up business to a $50 million-a-year global enterprise with more than 200 professional staff members performing customer satisfaction measurements in more than 40 countries.

In 1997, Al and Aldy Keene established the Loyalty Research Center to specialize in the design, analyses and management of customer satisfaction and customer loyalty information systems.

Professional Organizations

Al Paison is a frequent speaker at seminars and conferences within the product and service quality measurement, improvement and management arena. In addition, he is an active leader in several professional organizations, including:

Marketing Research Institute International (MRII) - Past President
Center for Service Marketing and Management at Arizona state University - Board Advisor
Center for Services Marketing at Vanderbilt University - Board Advisor
American Marketing Association - Conference and Workshop Presenter
Association for Corporate Growth
Alliance of Mergers & Acquisitions Advisors

Personal

Al enjoys his play as well as his work. He is an avid golfer, loves to travel, and enjoys spending time with his family, including his two children and six grandchildren. Also, in his spare time, Al works with two not-for-profit organizations and coaches more than 10 private business owners on a regular basis.

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