Case Studies

Satisfaction and Loyalty

Business objective:

Retain existing customers, which is less expensive than winning new customers, by identifying factors that promote or drive down brand satisfaction and loyalty.


Executed a semi-annual telephone survey of existing customers over the past 11 years to measure fluctuations and key aspects impacting satisfaction and loyalty. Utilized two customer metrics to measure loyalty based on attitudes, Net Promoter Score (NPS) and CLI/CRI (Customer Loyalty/Risk Index).


Identified key areas of strength to continue and grow and highlighted risks that undermine loyalty (internal and/or external to the company). The company has continued to maintain highly satisfied customers, who use more products and services and recommend the company to others.