Competition flourishes and potential customers have a very easy task when comparing offers: Blogs, forums and search engines are the first stops for customers when gathering information before entering the point of sale, wherever this is in the real v. virtual or analogue v. digital world.
Measuring a company's success by the number of new customers it attracts, however, can be a fatal misinterpretation. For is the true goal not to have a customer who is loyal to the brand and its products over time
Four facets of customer loyalty are central. These we illuminate and evaluate for you both qualitatively and quantitatively: