Having run the customer loyalty program at SimplexGrinnell for the past several years, I’m often asked to provide ONE metric that will provide a clear picture of customer loyalty. And while there are several metrics that are regarded as primary indicators of “loyalty”, none of them will provide you with sufficient information if used alone.
The longest running metric that I’m aware of is overall satisfaction (OSAT), which is what the American Customer Satisfaction Index (ACSI)* was built upon. The ACSI....