Customer Loyalty as a Growth Predictor

Customer loyalty is important for its own sake, but one researcher has found that it is important for what it says about the future of your business enterprise.

“Too many companies spend a ton of time and effort getting a customer to make a purchase, and then they just hope for the best,” says Jeff Sauro, author of the 2015 book Customer Analytics For Dummies. “The problem with that approach is that operating in the blind in terms of loyalty makes it likely you’ll make ill-advised decisions that come back to bite you. When you measure customer loyalty, you’ll be able to not only make the most of that loyalty but also to make better strategic decisions for your company.”

Customer loyalty is just one of the analytic metrics that Sauro highlights in his new book, which provides working knowledge of how to measure each stage of the customer journey and use the right analytics to understand customer behavior and make key business decisions.

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