Measuring And Sustaining Customer Loyalty

This Briefing presents Outsell's proprietary loyalty model. If the marketing of information products is to become more sophisticated, vendors will have to establish methods for measuring and sustaining the loyalty that their customers feel for their products. Our loyalty model describes the components of customer loyalty and this Briefing provides a blueprint for a loyalty strategy. Issues covered:The elements of customer loyalty, Loyalty components: the likelihood of continued use or renewal, likelihood to use more often, and likelihood to recommend the product or service to others Measuring customer satisfaction is not enough.