In our loyalty research study ‘for love or money 2017: Customer loyalty – the marketers’ point of view’ we wanted to understand what factors an organisation should focus on to be a leader in customer loyalty.
The options for consideration were:
- Clarity on loyalty objectives
- Senior executive commitment to loyalty
- Ongoing reporting of success
- Total team commitment to loyalty
- Clarity on loyalty measures of success
The top 3 ranked results were:
- Total team commitment to loyalty
- Senior executive commitment to loyalty
- Clarity on loyalty objectives
Working with many organisations of all sizes, I see the reality of these three as “making or breaking” the longevity of customer loyalty success (outside of implementation).
When you know why loyalty is important (clarity on objectives) and you have the commitment to loyalty (leadership and team), then you’ll have the foundation and fortitude to battle through all the moments of implementation intensity.
The other factors of customer loyalty leadership - clarity on what your measures of loyalty success are (we highlight these in the report) and ongoing reporting are also critical, ensuring visibility of how valuable customer loyalty is to the organisation.
Have a happy loyalty day!
