UK Loyalty Launches for Harris

Harris Interactive has announced the UK launch of two solutions, the Customer Commitment Model and Employee Ambassadorship, at a seminar in County Hall, London.

The first announcement of the Commitment Model was made in New York more than a year ago. The firm says it provides a far better indicator of levels of commitment, and is therefore better at predicting outcomes, than customer satisfaction levels alone. The Model is said to work for both business and consumer customers.

Richard Goosey, the firm's Senior VP of Marketing Science and Methodology, says committed customers 'are more likely to forgive failure, are less price sensitive and will actively endorse your products and services to others' - behaviours he says are 'directly linked to bottom-line performance: brand equity, revenue, profitability and market share.' David Herron, Senior CLM Consultant at Harris Interactive, explains: 'Our research shows that trust (emotional connections) and satisfaction (rational connections) are both necessary to forming committed [business] customer relationships. What we have developed is a model that is far better at measuring levels of commitment, and therefore predicting outcomes, than is possible from simply considering customer satisfaction levels alone.'

Employee Ambassadorship develops the principle that 'employees are often responsible for creating and/or maintaining customer trust and satisfaction'. The product helps clients to understand how to 'better motivate its staff to become committed and active ambassadors'.

Web site: 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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