Best Practice Report

Customer Loyalty Measures: Pros And Cons

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


Many businesses are looking to standardize the measurement of their customer relationships using consistent metrics or key performance indicators, but it’s not always clear how to distinguish among the available customer loyalty metrics and pick the right one. Organizations should resist the instinct to use a metric simply because it appeals to tradition or because another group or company uses it. In this report, we discuss the advantages and disadvantages of four widely used metrics for measuring, managing, and improving customer loyalty.

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