GfK LoyaltyPLUS™

Because satisfied customers are not always loyal, and dissatisfied customers are not always lost, we offer GfK LOYALTYPLUS, a comprehensive loyalty measurement that is predictive of future customer behavior. GfK LOYALTYPLUS measures the intensity of customer relationships on three important behavioral and attitudinal dimensions. They are:

• Current and past behavior. Often, but not always, current and past behavior is a good predictor of future behavior. Behavioral loyalty measures may include length of time as a customer or number of products or services purchased.
• Future commitment. Intentions about continuing the relationship are often good predictors of future behavior as well. These may include survey questions such as: likelihood to continue and grow the relationship and unwillingness to consider competition.
• Emotional ties. Attitudes that reflect deep-seated feelings toward the relationship may be more stable and predictive of future loyalty than either behaviors or intentions. Emotional ties are measured with survey questions about issues such as trustworthiness, honesty, partnership, ease of doing business, etc.

GfK LOYALTYPLUS enables companies to:

• Improve customer retention by understanding how satisfaction and other factors affect loyalty.
• Identify and manage loyalty segments—that each have unique strategic implications. Based on GfK LOYALTYPLUS and satisfaction scores, customers are classified into loyalty segments: Loyal Advocate, Ambivalent, Hostage, and Exit Bound.
• Score databases and build predictive models—to guide strategy and tactics for improving loyalty and the bottom line, including:
  - Loyalty and Attrition Models
  - Value Simulators
  - Customer Lifetime Value estimates for ROI models
• Focus on bottom line results—by linking customer loyalty improvements to profits.

For more information, contact us.