About Us
At Loyalty Research Center (LRC), we believe success begins with understanding relationships. Founded in 1997, our mission has always been clear: to equip organizations of all sizes with the tools and insights they need to compete—and win—in a dynamic marketplace.
We began with a focus on small to medium-sized enterprises, leveling the playing field by delivering high-caliber relationship intelligence previously available only to larger corporations.
Over the past 27 years, we’ve grown into a trusted advisor for over 2,500 clients, providing strategic insights across three key markets: B2B/B2C, private equity, and associations.
Our approach is grounded in precision and impact. We turn complex data into actionable strategies, helping businesses unlock growth, enhance loyalty, and drive measurable outcomes. From informing high-stakes investment decisions to transforming member engagement and customer experiences, our work delivers clarity where it matters most.
Headquartered in the heart of Indiana, LRC combines a deep commitment to our community with a nationwide reach. We’re not just consultants—we’re partners in transformation, empowering our clients to lead with confidence in an increasingly competitive world.
Let’s reimagine what’s possible. Together.
Our Approach
During the Investigative Phase, Loyalty Research Center conducts qualitative research across the organization and with select customers. During this phase, we integrate with your organization to truly understand who you are.
During the Assessment Phase, we have collaborated on questionnaire design and begin implementing according to data collection best practices. We closely monitor completion rates and fully manage this process for our clients.
Utilizing driver analysis and our proprietary Loyalty Metric, Loyalty Research Center begins to determine priorities for relationship improvement in the Analysis Phase.
Partnering with our clients is key to every phase of our process, but most importantly in the Deployment Phase. We help you interpret the data and formulate actions based on the results.
Optionally, but strongly encouraged for most clients, is the development of an ongoing Tracking Program. These programs allow our clients to make ongoing decisions based on real-time data on the behaviors we are trying to change.
Harness The Power of Customer Information
Companies that not only understand but use the feedback of their customers, members, and/or employees have a strong competitive advantage in the market.
Relationships explain behaviors
Critical behaviors - churn, recommendations, price sensitivity, cross-sell opportunities - are driven by the relationship with your organization.
Experiences determine relationships
Performance in key areas relative to alternatives can make or break those relationships. We focus your team on the areas that have the strongest impact.
Segments vary in their experiences
No two customers are the same - but many can be grouped into meaningful segments that have different needs from your firm.