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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Rich Newman

"I have been in the field of market research for more than 25 years. For the past 15 years, I have focused on customer and employee relationship management (satisfaction, commitment, loyalty) both on the client and the supplier side. While there are many companies that position themselves as players in this industry, I am absolutely convinced of the superiority of our approach, analytic insights and ability to effect change within our client organizations."

Education

Lafayette College - Easton, PA - BA, Economics/Psychology
Xavier University - Cincinnati, OH - MBA

Background

Rich's industry experience spans a wide range of areas, including:

Communications Services
Cable
Insurance
Retail
Manufacturing
Information Services
Business Services
Building and Construction Materials
Specialized Healthcare Provider
Shipping & Logistics
Call Center and Customer Service Quality Measurement

Rich has worked in corporate market research for Procter & Gamble, Gillette, and DHL Worldwide, and in the field of research and professional service organizations for Walker Information, Convergys, and New Horizons Consulting Group.

In 2007, Rich joined the Loyalty Research Center as a senior consultant. His current responsibilities include program design and management, client/account relationships management, and consulting on customer and employee loyalty and relationship management.

Personal

A water enthusiast, Rich loves to swim, snorkel, and sail. He jokes that he should have been a dolphin. He also enjoys traveling to new places - presumably places with water surrounding them!

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