A Consumer Market Researcher's Introduction To Balancing The Funnel: Which Consumers Are Loyal?

Marketers often use the marketing funnel as a metaphor to illustrate how activities move people from prospects to customers. In most companies, the emphasis is at the opening of the funnel: on acquisition. Given the value of loyal customers and the centrality of customer experience in keeping them loyal, marketers must spend more time at the end of the funnel ensuring that actual customer experience reflects the values and promises of the brand. This report helps consumer market research professionals understand how marketers' demand for data will change when they adopt a more customer-centric approach.