How secure is your customer base

With all the talk of data security as of late, it is important that we address another aspect of security – namely customer security. Loyalty is a concept marketers have spent considerable time and resources attempting to understand and master. This has been going on for as long as there has been competition. As a […]

NPS® Isn’t Right for Renewals. But Feedback Is.

Same old Thinking

For many different reasons, one thing I can conclude about working in customer experience measurement: Net Promoter Score® (NPS®) is a polarizing topic. You either love it or you hate it. And my thought is always this, “If you’re using NPS to get a score, then it is just a survey and only benefits the […]

Making NPS Real

When I was the CMO of Ascentium, an award-winning digital agency in Seattle, my bonus structure was tied purely to the company’s quarterly NPS.  To me, this made sense- it was brilliant in its utter simplicity and like the whole idea around NPS and “The Ultimate Question”, one “score” served as a proxy for the […]

Engagement at the Point of Influence

Woman making yoga in a boardwalk

As marketers, our greatest aspiration is to understand consumers; subsequently, we aim to create ways for them to engage with brands while shopping — ultimately, during product usage. When consumers have a positive experience with a brand, they are more likely to become loyal consumers who make repeat purchases and share the brand with their […]

Your Half-Human, Half-Vulcan Customers

Spock

Your customers are like Mr. Spock from Star Trek. (Leonard Nimoy, rest in peace.) In popular culture (as opposed to geek culture), Spock has become a synonym for cold-blooded logical thinking. But, as the true geek knows, Spock’s father was from Vulcan and his mother was from Earth. Talk about an identity crisis! Spock is […]

New Ways of Looking at Loyalty and Advocacy

Stethscope

Traditionally, likelihood to use again (i.e., loyalty) and likelihood to recommend to others (i.e., advocacy) have been measured using a simple 5- or 10-point rating scale. But do these metrics provide useful information beyond how a hospital scored? That is, do they provide any insight into why the hospital received the score it did and […]

Marketing to Lapsed Customers to Prompt Repeat Business

Marketing lapsed customers

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the […]

Top 10 Marketing Trends for 2015

marketing trends for 2015

For the past 30 years, Brand Keys, a brand loyalty and customer engagement research consultancy, has conducted a year-end examination of our validated loyalty and engagement metrics, collected from over 100,000 consumers who participated in one of the predictive surveys we conduct each year. This retrospective – subsuming more than 150 B2B and B2C categories […]

Why Loyalty Programs are Not Enough

loyalty cards

There is a bank I am loyal to in Canada. Their fees are high, their Customer Service is not that great and their mortgage rates are above the norm. I still bank with them. The only reason I still bank with them is that they are open late. I do transactions after my office hours. […]

Satisfaction Is Transactional, Commitment Is Relational

Caring man cupping a red heart in his hands with one hand held protectively over the top in a love, romance and nurturing concept.

What Is Commitment? It is critical to understand that loyalty and commitment are two different constructs: Loyalty is behavioral (i.e., What you buy) Commitment is emotional (i.e., How you feel about what you buy) From a marketing perspective, loyalty can be bought while commitment cannot. A person can be behaviorally loyal to your brand, using […]