Loyalty versus Satisfaction - What's the Difference?

Satisfaction will not tell you if your customers will defect or your association members will drop their memberships.

Loyalty measurement captures the voice of the customer; their expectations and your performance against those expectations, as well as what you need to do to improve. Unlike satisfaction, loyalty encompasses the total customer experience; giving you a foundation for better decision making and action planning.

The Latest LRC FREE Webinar

Loyalty Research: The Next Generation of Voice-of-the-Member Research

Click here to download the Power Point slides.

Click here for, Why Should Associations Survey Their Members in a Recession?

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LRC Events

03/22/2010 - AMA Marketing Workshop (March 22nd - March 25th) Denver, CO

William Aldy Keene, Loyalty Research Center Founder, leads the Thursday, March 25th session - Demonstrating a Return on Your Customer Loyalty Program: Measuring and Managing for Success.

Learn how to implement a world-class loyalty measurement and management program in your organization or simply to make an existing program better.

This session applies to both product(s) and services marketing in the B2B and B2C sectors. It will address:

Forming loyalty segments that are linked to profitability
Analyzing those loyalty segments to ascertain critical differences and descriptors between them
Making key changes in the organization to migrate customers from one loyalty segment to another

You'll learn how to move forward with measuring and managing customer loyalty. You will know the language, the commonly used techniques and the pitfalls that will enable you to examine the design, measurement, analysis, decision-making and implementation related to customer loyalty.

For more information and to register, visit http://bit.ly/AMA_Marketing_Workshop_Denver

04/19/2010 - AMA Applied Research Methods (April 19th - 21st) Philadelphia, PA

Aldy Keene, Loyalty Research Center Partner, leads the Monday, April 19th tutorial - Customer Loyalty-Measuring and Managing for Better Business Results.

This tutorial will focus on the components required for designing and implementing a world-class customer loyalty measurement and management program. Both B2B and B2C applications will be addressed with actual examples used throughout the session. A significant amount of time will be spent discussing integration and deployment. Integration encompasses identifying other customer listening post information and linking this information to behavioral and attitudinal data related to customer loyalty. It allows for richer interpretation of the information and its potential projection onto the customer database. Deployment concerns how to use the loyalty information to make improvements. Communication, change management programs and specific marketing changes will be the focus of the deployment discussion.

For more information about the Applied Research Methods 2010 Program (and to register) visit http://bit.ly/applied_research_methods_phily