Technology: Loyalty Metric
SynGro uses a number of different loyalty metrics to measure customer satisfaction. We commonly use one particular customer loyalty metric to measure customer advocacy. This methodology has been acknowledged as the industry standard for customer loyalty measurement and is based around the concept of the "ultimate question".
- How likely is it that you would recommend us to a friend or colleague?
Based on the score that the respondent gives to this question they can then be classified as a promoter, passive or detractor.
This metric captures the net effect of promoters and detractors. This measurement provides organisations with a powerful customer loyalty metric with proven links to revenue and profit growth.
SynGro's view on the recommend customer loyalty metric:
The Ugly
Implementation. And it’s not necessarily the fault of the customer loyalty metric either. For reasons such as lack of top-level buy in, lack of supportive processes and infrastructure, lack of a true customer-orientation within the organisation, resistance to change and integration to core business there are organisations who can struggle with implementation. SynGro can help. It’s what we do. We’ve developed our own unique solution to ensure that more of your customers become your organisation’s advocates.
SynGro has the processes, technology and experience to measure this metric, in order to deliver customer insight and transform it into actionable outcomes that will drive customer advocacy.
The Good
As a metric, the value of this to organisations can’t be overstated. It’s intuitively simple to understand and the single question means that customers are more likely to answer. And how can you argue against the fact that it’s preferable to have more promoters than detractors? SynGro draws upon the underlying theory - but only as a starting point in its process…and here’s why
The Bad
Although this metric makes much of the ‘ultimate question’, the main drawback is that it doesn’t answer the “Why” question. If you don’t know why your customers score you as they do, how do you know what to fix? Our solution tells you exactly that. It even tells you in what order and with what priority your issues need to be fixed.
SynGro has the processes, technology and experience to measure loyalty metrics, deliver customer insight and transform it into actionable outcomes that will drive customer advocacy.
