Monitor 'Emotional Imprint' of Customer Experience to Better Manage Customer Loyalty, Says GfK

PR58593

NUREMBERG, Germany, Nov. 13 /PRN=KYODO JBN/ --

    GfK is promoting a major new approach that addresses the acknowledged gap

between customer satisfaction and customer loyalty.

    Most companies know that satisfaction does not necessarily imply loyalty,

which GfK has re-confirmed via a recent global R&D study that showed that the

correlation between a company's level of customer satisfaction and loyalty was

only around 40 percent.

    GfK has identified a new customer experience indicator that bridges this

gap, which they have termed "emotional imprint". GfK's new model proves that

strong emotional imprints lead to significantly lower rates of customer churn

and more positive word-of-mouth.

    By integrating the "emotional imprint" of the customer experience with

customer advocacy, and other critical KPIs, such as Relationship Durability and

Switching, GfK is accurately predicting company-level loyalty scores at a rate

of 80 percent - double the rate of using customer satisfaction alone.

    David Robbins, global lead for GfK Customer Harmonics, explains, "Our new

model shows that the more memorable and vivid an experience, the stronger the

emotional imprint it creates - and the higher that person's advocacy and

resistance to switching to competitors. By identifying those aspects of the

experience that leave an emotional imprint, we can provide sharper,

customer-centric insights on which attributes to promote, to drive loyalty and

enhance customer life time value."

    Helen Zeitoun, Global Head of Brand and Customer Experience at GfK, added,

"Through the integration of GfK Customer Harmonics with our customer experience

management technology, GfK Echo, we can better enable our clients to increase

their operational and tactical success in managing the customer experience at

the point of service in real-time."

    For more information on GfK Customer Harmonics or GfK's 'emotional imprint'

approach, please contact: David Robbins via David.Robbins@gfk.com, Brand ・

Customer Experience, +1(734)332-9200 x 2113.

    SOURCE: GfK