New approach to customer loyalty reveals hidden opportunities

This article appeared in the Winter 2006 issue of Market Leader. Insight excellence is about rethinking the analysis of consumer data. Brands can build and sustain competitive advantage by pushing the boundaries by, for instance, redefining how they research and measure customer loyalty. Based on real cases, this article describes the strategic applications of a more accurate measure of loyalty. The resulting knowledge has supported the growth strategy for global brands in a period of fierce competition.