Customer Loyalty: The Misunderstood Metric

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More often than not customer loyalty metrics are measuring the wrong things. They measure what the company thinks is important to the client and not really what the client is basing his decisions on.

This skew in the reporting can very mean that you are missing the picture completely and are not really focussing your attention on what really matters.

A Metric And A Discipline

Using a measurement tool such as Net Promoter means that you can cut through all the technical set up and question structuring and ask your clients one simple question. “How likely are you to recommend my company?”

This powerful, yet simple question cuts straight to the core of customer loyalty: “Have I treated you in such a way that you would be willing to tell your friends and colleagues to use me?”

The scores are based on a simple 1 – 10 scale. Those scoring you as a:

  • 9 or 10 are your company’s promoters.
  • 7 & 8 are passive.
  • 0 – 6 are detractors.

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How Brand Sensitive Are You?

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Is it a good idea to associate your brand with a major tragedy – even if it is a bit tongue in cheek? And will it impact of customer loyalty?

Iceland’s Mount Eyjafjallajokull recently left hundreds of people stranded and caused untold frustration to thousands of people.

A recent press release by Expand A Sign used this tragedy as a mechanism to show how durable and robust their products are. They boasted that they can keep your brand flying high during the “dullest and most dreary weather conditions”.

They then mentioned that their product survived Hurricane Katrina. You remember, America’s largest natural disaster in terms of human casualties. According to the company, “there really is never a reason not to let your brand soar!”

So the question is what do you associate with the Expand A Sign Brand: High quality or insensitive adverting?

Be Careful What You Associate With Your Brand

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