FC NOW: The Fast Company Weblog
January 26, 2007
What Kind of Loyal Are You?
The current issue of Ipsos Ideas (PDF) features a brief piece that raises some interesting concepts. Timothy Keiningham, SVP and head of consulting for Ipsos Loyalty -- as well as the author of Loyalty Myths -- takes a look at the difference between brand loyalty and customer loyalty -- and how the two can work well together.
Keiningham suggests that instead of considering a customer's share of spending as separate from other customer metrics (satisfaction and so on), brand and customer metrics should be considered as symbiotic. "No experience will compensate for a weak brand; likewise, no brand can repair a poor customer experience," he writes.
Similarly, it seems to me that by focusing on customer metrics and brand metrics, leaders would be able to take a more holistic view of their customers -- especially in larger companies with a diverse brand portfolio.
(Other articles in the issue are also worth reading, particularly "Tell It Like It Is," which warns against the dangers of over-promising and under-delivering.)
Posted by Heath Row at January 26, 2007 1:17 PM | Category: |
1 Comment
ADVERTISEMENT
FC NOW MENU
NEWSLETTERS
FC NOW CATEGORIES
FC READS
yeah, no kidding...over promising and under-delivering. So much for crystal palace hypothosizing. Any research done on employee morale, training, retention loyalty EFFECTS on the customer retention? In the age of the corporation's toilet paper relationship of the employee, i would like to see FC address a more pressing issue to the retention of a customer base to building (back up) a profitable business by treating it's market by treating its employees
....better.