The 4 STEPs of Loyalty

The 4 STEPs of Loyalty

17 September 2015

Changing customer behaviour is having a significant impact on brand loyalty, and traditional approaches to capturing customer attention and their future spending are becoming less effective. On its own, having a customer centric approach to business is no longer a guarantee that your customers will reward you with their loyalty. Motivations and drivers of loyalty are changing and the way we measure loyalty must change too.

This report looks at how the evolution of loyalty is being influenced by the multichannel world and introduces the STEP measurement model, a new 4 part method that evaluates multiple dimensions of loyalty, and uncovers the deeper insights into what drives it.



Global Capability Managing Director

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