Customer loyalty is the best measure of the success of a product or service…

Satisfaction only measures an immediate and isolated reaction to a product or service. Multiple measures that tie to an internal listening post build to understanding customer loyalty. These measures are developed from your storyline and key message points.

Understanding the customer experience follows satisfaction in measuring the success of a product or service. Multiple measurements over an extended period of time create your experience measures. Combine these measures with your satisfaction reports and an experience impact is realized.

Building relationships with customers through many points in time, a diverse product line, and a rich storyline is the next step of success. At this point, you will have reinforced your key messages efficiently. You will be within the last phase of your communication plan. Knowing not only what people liked, but what continues to encourage them back is important to maintaining market share and enable predictability in returns on your reinforcement investments.

Loyalty is the final measure you can establish. Once your story is shared, your internal partners have embraced your vision, and your communication efforts have been exhausted, you are ready to measure customer loyalty. By combining satisfaction results with that of experiences and relationships, you will obtain a loyalty factor and understand the breadth of your brand essence.