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Customer loyalty is the foundation of successful business, yet too often companies focus their efforts on making customers ‘happy’ rather than doing the things that make them ‘loyal’. Harvard Business Review recently reported that between sixty five and eighty five percent of customers who chose a new supplier said they were satisfied or very satisfied with their former supplier, which suggests that just being 'happy' does not translate into repeat purchases or increased sales.
At Zealot we specialise in uncovering and understanding the real drivers of your customers’ loyalty so you can focus on getting those ‘drivers’ right. We help you understand your customers better and identify the key drivers will really make a difference to your customers’ loyalty to your business.
Loyalty
Loyal customers have both a high regard for, and show positive behaviour towards your business. Zealot's research shows a strong link between customer 'Regard' (the attitudes and opinions held about your business) and 'Behaviour' (the level of support a customer gives your business). Clearly, doing things which influence customers’ regard for your business is an important part of driving positive behaviour. However, we have also found that some customers with high regard can demonstrate ambivalent or even negative behaviours and the reverse can also be true. Understanding these sometimes complex relationships is an important step in developing effective strategies for driving your customers' loyalty.
We help you increase your customers' loyalty.
Our approach involves …
Identifying the drivers which may have an influence over customers' 'Regard' for and 'Behaviours' toward your business, initially uncovered through depth interviews with customers and staff.
- Developing a performance rating for these drivers as assessed by your customers, using an interval scaled, customised questionnaire, executed with a statistically robust sample of your customer base.
- Mapping customers' loyalty by considering the 'Regard' they have for and the 'Behaviour' they exhibit towards, your business, using the outputs from an interval scaled customised questionnaire and Factor Analysis techniques.
- Prioritising the impact that your business drivers have on customer loyalty, using Structural Equation Modelling techniques.
- Building the right customer loyalty strategies, taking into consideration the performance and impact of your business drivers and where appropriate, modelling their financial impact.
Zealot Model
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