New Services from Millward Brown 16/5/00 Millward Brown this week launches two new products that look set to shake established beliefs about what drives customer and employee satisfaction. CustomerDynamics is designed to help businesses understand the strength of their customer franchise, i.e. what makes some customers more loyal to a corporation or service than others, whilst EmployeeDynamics helps employers understand the relationship their employees have with their company. Both are set in the context of the Business Excellence Model. Unlike traditional models of customer satisfaction which tend to focus on dissatisfaction, the two new Millward Brown models have been developed from the premise that it is loyalty that provides the tangible link between attitudes and behaviour (whether that behaviour involves buying decisions or delivery of excellence in the workplace). According to Bob Meyers, Millward Brown's CEO, "Declared dissatisfaction, whether of customers or employees, does not offer sufficient understanding to create a retention strategy. What the Boardroom needs is access to hard metrics to assess likely losses from their customer base and the likely gains from others. CustomerDynamics and EmployeeDynamics provide this, and give guidance on steps to be taken to maximise retention." Meyers continues, "It is loyalty, or as I prefer to describe it - retention with attitude - which maximises profit and brand growth. Added to our existing suite of integrated validated research products, Millward Brown is now even better placed to help clients move their brands and services forward, whether thatıs through helping them understand their total communications, their brand equity or their customer or employee franchise".