Harris Launches New Customer Loyalty Measurement Model

Harris Interactive has introduced a new model for measuring customer loyalty which it claims allows clients to see how changes in service delivery, facilities or any other aspect of their company's operation will affect business results.

The 'Harris Interactive Commitment Model' has been rolled out in Singapore to help retail and bank customers understand and measure the drivers of customer loyalty.

Stephan Sigaud, who heads the firm's Loyalty practice, explained that the model is not built on widely-used satisfaction metrics alone: 'Instead, we look at the rational and emotional dimensions of commitment,' he stated. 'These are two concepts that allow us to model customer behaviour more precisely than any previous model and they allow us to demonstrate how committed customers are to a brand.'

Sigaud said that the launch is the culmination of decades of research and practice.

Last month, Harris Interactive appointed three industry specialists to its Loyalty practice, which helps clients research, identify and prioritise loyalty and advocacy-focused initiatives to improve and sustain business performance (www.mrweb.com/drno/news6478.htm ).

Web site is www.harrisinteractive.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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