BACKGROUND
A
business association was experiencing a substantial
defection rate among its members. The Loyalty
Research Center was hired to identify the problem
and to determine a strategy to reduce the defection
rate.
SITUATION
Loyalty Research Center
administered member satisfaction
surveys to the association’s
members, and the association
received moderate scores for each
business process area. Initial
analysis revealed that a significant
percentage of the association’s
members had experienced problems
with one of more of the
association’s process areas during
the past six months.
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MARKETING
MANAGEMENT QUESTION
What extent did problem experience
and problem resolution have on
membership retention and what was
the most cost effective way of
reducing defection? |
Find out what course of action was taken
and what the results were. Read the full
text -
Case 7: Customer Loyalty Case Study in
Professional Organizations. |
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