Customer Loyalty & Experience

Customer Loyalty Research

Satisfaction can mean different things to different people and thus is a hard metric to sometimes measure on its own so many companies now use Customer Loyalty measurements.

Fred Reichheld developed the Net Promoter Score based on the likelihood to recommend question that we researchers have asked since the beginning of time.

Net Promoter Score (NPS) is an alternative measure of customer satisfaction and loyalty, and is used to determine how likely your customers are to recommend and promote your company. A high NPS score suggests higher growth potential in the future, and can be an effective measure of future success.

Customer Experience Research

Although customer satisfaction surveys and NPS programmes are the first, useful step in listening to your customers, it is the first step on a long journey to developing a customer ‘experience’. ‘Experience-based’ differentiation is a systematic approach to interacting with customers that consistently builds loyalty but cannot be achieved overnight.

We typically follow six steps to help you create customer advocacy over time:


  1. We map the customer touch-points in the journey.
  2. Identifying the key stages and critical elements of the customer journey.
  3. Research how you deliver against customer expectations.
  4. Assess perception gaps between your service delivery and customer feedback.
  5. The final step is to assess customer needs and determine the desired customer experience.
  6. Lastly we bring the findings to life and help you to cascade them throughout the organisation so you can optimise performance.

Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.

For more about our research process, click here.