Ipsos Loyalty Aims for the WAO! Factor

Ipsos Loyalty has followed up last year's WAR with the launch of a research solution called WAO!, to help clients understand 'share of wallet' in their target sectors.

Eight months ago, Ipsos Loyalty introduced the 'Wallet Allocation Rule' (WAR); a research model to help businesses track their share of consumer spending.

The new product, WAO! (Wallet Allocation Optimizer) is the work of Ipsos Loyalty Chief Strategy Officer Dr Timothy Keiningham (pictured), and resulted from a study of 17,000 consumers conducted across nine countries and every major industry sector.

Keiningham says the solution provides execs with a customer relationship metric and a system of understanding which bypasses metrics such as retention and recommendation and relates directly to financial performance and business success.

'These are useful metrics to set goals and incentivize your organization, but satisfaction ratings should not and cannot be used alone to directly drive financial performance,' Keiningham adds. 'The key is that rank matters: taking the competitive set into consideration allows a direct link to driving business results.'

Web site: www.ipsos.com .