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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Defining Customer Loyalty

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Core Services

The Loyalty Research Center offers a full range of core products/services to help companies understand the customer/employee perspective of their relationship with your organization. These core measurement tools provide baseline measures to those companies that are new to customer loyalty or employee engagement measurement or those that may already have measurement programs in place but are not satisfied with what they are getting.

The Loyalty Research Center’s core products include:

The Loyalty Research Center’s core customer research identifies:

what your customers value in the relationship and what they don’t
key drivers of customer loyalty
your loyal versus vulnerable customers
product or service problems
areas for process improvement
competitive advantages and disadvantages

Core customer research plus financial information and other CRM data identifies:

customer lifetime value
customers who cost you more than they’re worth
customers who don’t fit your business model
customers who would defect for a lower price

Baseline employee loyalty research helps you understand:

employee relationship health
drivers of employee loyalty
whether employees are ‘on board’ with company mission, strategies and goals
pockets of vulnerability
areas of customer service excellence

Baseline products taken together with employee – customer linkage research identify:

areas of disconnect and synergy between customers and employees
quantitative link between employee actions and customer loyalty
key priorities for improvement
how ‘engaged’ employees can improve customer loyalty and profitability

Companies can take immediate action with baseline measurement findings; because they will have gained a better understanding of what needs to be done to migrate neutral or vulnerable customers into becoming loyal customers.