GfK's new research model aims to bridge gap between customer satisfaction and loyalty

Research firm says its new methodology will help define what it calls a customer's 'emotional imprint'

114233
114233

Research firm, GfK, has devised a new customer experience research model aimed at bridging the knowledge gap between customer satisfaction and loyalty.

The company’s new customer experience indicator sets out define what it calls a customer’s ‘emotional imprint’. This imprint will be combined with customer advocacy plus other KPIs such as relationship durability and switching, to come up with a clearer picture of a customer’s loyalty to a brand.

GfK claims it is currently predicting company level loyalty scores at a rate of 80 per cent, double the rate of using customer satisfaction alone. The research firm also claims its new model proves strong emotional imprints lead to significantly lower rates of customer churn and more positive word-of-mouth.

The methodology has been launched in Australia as well as globally this week.

In GfK’s recent global R&D trials, undertaken in the fourth quarter of this year across five countries and automotive, retail banking and smartphone sectors, the correlation between a company’s level of customer satisfaction and loyalty was found to be only 40 per cent.

Customer service and customer loyalty: Why delighting the customers is not always the key

“Our new model shows that the more memorable and vivid an experience, the stronger the emotional imprint it creates - and the higher that person's advocacy and resistance to switching to competitors,”GfK global lead for Customer Harmonics, David Robbins, said.

“By identifying those aspects of the experience that leave an emotional imprint, we can provide sharper, customer-centric insights on which attributes to promote, to drive loyalty and enhance customer life time value."

Robbins told CMO GfK is targeting at all brands, organisations and sectors that have a vested interest in managing customer satisfaction and loyalty including automotive, consumer goods, fashion and lifestyle, financial services, health, media, retail, travel and hospitality, and technology.

GfK’s global head of brand and customer experience, Helen Zeitoun, added that the integration of its Customer Harmonics offering with customer experience management technology, GfK Echo, will help clients better manage customer experience at the point of service in real time.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in