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

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in