New Loyalty Practice for Synovate

Synovate has formed a new speciality practice, Synovate Loyalty, combining its own customer satisfaction research expertise with that of the specialist agency Symmetrics Marketing Corporation, which it acquired in March 2004.

The company says that interest in customer satisfaction and loyalty measurement and management has grown rapidly in recent years, and 'has now matured into a significant sector in market research'. The new practice will use its own Customer Relationship Architecture to design research geared towards the development of customer loyalty strategies, and will monitor their progress.

Dr. Lawrence Crosby will head up the new practice as CEO, and comments: 'All companies struggle with how to acquire and maintain passionately loyal customers. Our Loyalty group helps companies conquer this challenge, achieve their business goals through customer loyalty and create a sustainable competitive advantage. Industry leaders such as Whirlpool and HP speak frequently on the work we have done together to advance their customer loyalty strategies.'

Synovate, the market research arm of Aegis Group plc, employs over 5,000 staff in 108 cities across 50 countries and is online at www.synovate.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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