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Customer loyalty is an important
analytic for determining how well a
company or product is positioned to
grow or shrink based on future earn-
ings. The best metric for making that
determination depends on the industry,
company and type of product or service,
but for most organizations, measuring
customers’ intent to repurchase your
product or service, and their willingness
SALES
GROW
JUNE 2015 •
PPB
• 47
URE, YOUR COMPANY HAS
satisfied cus-
tomers. If you didn’t, you wouldn’t be in business
(at least not for long). But here’s a question few
companies ask: How
loyal
are they? Will they recommend my
products and services to others? Will they stick with me
through thick and thin? Or will they run at the first sign of a
price increase or some other change that rubs them the wrong
way? Just having customers isn’t enough. You need to be able
to measure their loyalty so that you can use it to predict the
health of your company.
S
CUSTOMER LOYALTY ISN’T
BLACK AND WHITE
USE THESE ANALYTICS TO DIG INTO WHY CUSTOMERS BUY FROM YOU
BY JEFF SAURO