Take the Quiz! « Bryan Pearson | Author of The Loyalty Leap: Turning Customer Information Into Customer Intimacy

Progress:

Is your customers' transactional data used as a filter to making decisions throughout all areas of your business?

Every area of the organization uses transactional data in decision-making

Most groups use the data, though there are a few that do not

Only a few groups use data; most of the organization doesn’t

We don’t use our customers’ data for decision-making

If you had to estimate, what portion of your collected transactional data is actually analyzed and used to bring value to your customers?

We actively review all transactional data and assess opportunities for use

We review most data; some is not analyzed

Some is used, most is not

Very little of the data is analyzed or used

How relevant are your communications/promotions to your most loyal and valuable customers?

We know exactly who they are and look to provide a customized experience by leveraging data

We know who they are and target them with generic promotions and discounts

We have an approximate profile and attempt to target them with promotions

We don’t really know who our most valuable customers are

Does your company actively work to gain the loyalty of its frontline employees?

We have ongoing training programs, but also instruct and give them the freedom to improve the customer experience where they see fit

We have ongoing training programs, and informally encourage them to provide great customer service

We train them to perform their job and expect them to follow strict rules

We provide minimal training and expect them to be present for their scheduled hours

Would you say repeat business is your company’s definition of customer loyalty?

We measure it, but also focus on several other measures to evaluate loyalty

It is our primary means of measuring customer loyalty

It is our only means of measuring customer loyalty

We cannot measure repeat business

How much of your customers’ data does your company believe it should collect?

Only what we can foresee using

As much as possible; we may find a way to use it one day

Very little, we don’t want to creep them out

None, we don’t have a need to monitor it or can’t do it today

Does your company agree that customer satisfaction is an accurate measure of customer loyalty?

It’s important to look at both satisfaction and their level of engagement

It’s the only way we know how to measure loyalty, but we’re looking for other metrics

Absolutely, a happy customer is a loyal one

We don’t measure our customers’ satisfaction or engagement

Does your company collect and use SPATIAL INFORMATION?

This refers to the physical location, such as the neighborhood, in which the customer lives, his or her daily travel routes and the places where he or she does business.

Yes

Does your company collect and use TEMPORAL INFORMATION?

This means timing but can also be expanded to reflect a big lifestyle shift such as a new baby, a move to a different state or a career change. But these changes also can be rather small, such as a home renovation project or a family reunion.

Yes

Does your company collect and use INDIVIDUAL INFORMATION?

This reflects the consumer’s unique/personal interests, passions and values, from motorcycle riding to recycling.

Yes

Does your company collect and use CULTURAL/COHORT INFORMATION?

This means any ongoing activities that regularly group people together. In addition to the standard demographics, it includes lifestyle choices that define a person’s activities, from tri-athletes to churchgoers to avid sports fans.

Yes

Are data-analytics talent and database technology treated as strategic imperatives in your organization?

We champion them internally and invest significant dollars to ensure market leadership

We invest heavily to keep up with our competitors, but they are not our calling card

They are necessary for parts of our business, but not a high priority area

We don’t see either as a key part of our business

Click 'Finish' below to receive your quiz results and a complimentary chapter of Bryan's 'The Loyalty Leap: Turning Customer Information into Customer Intimacy' as a thank you.

Take the Quiz!

Which category is your organization in and how does it drive your strategy?

Loyalty Leap Quiz

Click 'Finish' below to receive your quiz results and a complimentary chapter of Bryan's 'The Loyalty Leap: Turning Customer Information into Customer Intimacy' as a thank you.

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