Q

Measuring customer loyalty, customer lifetime value

What are some of the ways to measure customer loyalty, customer satisfaction indexes and customer lifecycle value?
We do not measure customer satisfaction, as it has very little relationship to customer loyalty and/or future purchase intentions. Customer lifetime value, and even second lifetime value (when a lost customer is recovered) can certainly be calculated, and methods for this are covered fully in our new book, Customer WinBack. I've attached an article on second lifetime value which also discusses CLV.

As for customer retention and customer loyalty measurement, I have attached an article on the subject written about three years ago. It offers a full exposition of the methods we apply.


This was first published in October 2001

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