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.

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Defining Customer Loyalty

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Tracie Mrakich

"It is rewarding to see our clients use the research findings to make changes that benefit their customers and ultimately their own organizational success."

Education

Indiana University - BS, Marketing and Advertising
Licensed California Life & Disability Agent

Background

Tracie has developed and managed sales and marketing programs for the Disney Channel, Kaiser Permanente, Carrier Corporation, Architectural Digest and Bon Appetit magazines. Her areas of expertise include direct response marketing and call center management, product and rebate fulfillment, billing and renewals, database management, dealer locator programs, and customer satisfaction/loyalty measurement and management.

Tracie joined the Loyalty Research Center in 2005. As Director of Marketing, her responsibilities encompass a wide range of activities, including: website design and maintenance, offline and online campaign development and execution, creative design and copywriting, business development, tradeshows, media buying, and employee and customer loyalty measurement program design and management.

Professional Associations

Tracie is President of the American Marketing Association, Indianapolis Chapter.

Personal

Tracie enjoys music, movies and the theatre, attending sports events (especially the Indy 500!) swimming, curling up with a good book, and spending time with her husband and 4 'fur-kids'!

In her spare time, she also volunteers at the Heartland Film Festival and serves on the "Harvest" special event fundraising committee for Second Helpings, an Indianapolis-based jobs training and hunger relief organization.

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