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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Competitive Benchmarking

How do you stack up against your competition?

Comparing current performance to previous performance is just one way that a company can determine its progress. An organization should also compare present performance to that of its key competitors.

Competitive benchmarking can usually be accomplished using the same customer model. Depending on your customers' experience with multiple vendors, several different vendors can be rated in the same survey using comparative rating scales.

Tracking the competitive gap between your organization and your key competitors over time is a very effective way to assess strengths, weaknesses and progress.