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?

To see a complete list of our webinars, click here.

LRC History

Though the Loyalty Research Center was formally established in 1997, the history of our company really spans more than two decades. Founding partners Al Paison and Aldy Keene were among the pioneers in the specialized field of market research, customer satisfaction and measurement.

Working with companies across a wide range of industries, they began educating them on the value of measurement and implementing solutions that focused on important stakeholders’ needs and perceptions. Supported by predictive modeling and best practice research techniques, Al and Aldy helped evolve this unique discipline from traditional survey research to a scientific practice. Transforming a mindset from just providing numbers and percents to developing knowledge bases from which companies could make decisions, take action and improve business success.

With a commitment to bringing the voice of the customer into business decision-making, Al and Aldy partnered to form the Loyalty Research Center in 1997. Their goal was, and continues to be, to help companies obtain, understand and leverage customer feedback.

At the Loyalty Research Center, we believe strongly in delivering information to companies that is both strategic and tactical. Strategic information helps support company efforts to be customer-oriented; tactical information helps in initiating change in business operations.

Our research programs are built to support decision-making — specifically, decisions about how to improve customer relationships. That’s the difference between the Loyalty Research Center and most other companies in this industry. While others apply their standard models and data gathering processes, we tailor our research to meet the needs and uniqueness of each company. And that assures effective usage of the information and visible, measurable outcomes.