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For B2C Marketing Professionals

Improve Loyalty Measurement With Behavioral And Emotional Metrics

Performance Management: The Customer Loyalty Playbook

June 28, 2018

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This is the Performance Management report in The Customer Loyalty Playbook For 2018.

Why Read This Brief

Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics to measure the effectiveness of their loyalty strategies, but that approach ignores the emotional context of customer relationships. This report will help marketers select metrics that uncover both the customer behaviors and feelings that contribute to customer loyalty.

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Table of Contents

  • Marketers Default To Retention Metrics To Gauge Customer Loyalty
  • True Loyalty Measurement Combines Customer Behaviors And Emotion
  • Recommendations

  • Build A Measurement Framework Based On Cause And Effect
  • Supplemental Material
  • Related Research Documents

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