ORC Launches Measure of Buying Decision Influence

Customer and employee research specialist ORC International has launched the 'Customer Equity Model' framework, developed to measure those external attributes which influence consumers' buying decisions.

The model quantifies the role of goodwill towards a particular brand, product or service in the context of external influences such as traditional marketing and social media.

Specifically, it has been designed to capture the customer experience through the measurement of four factors - external influences, customer's mindset, customer events and customer loyalty.

Linda Shea, SVP and Global MD of Customer Strategies, comments: 'It is essential for companies to align their actions and their metrics with strategy. Our Customer Equity Model provides a clear understanding of what actions a company needs to take to drive market outcomes and increase the return on their investment in customer loyalty.'

Web site: www.orcinternational.com .