September 20, 2004
Satisfied customers are not the same as loyal customers
Forbes writes These days, technology providers take nothing for granted, especially their customers: There are plenty of stories of providers going to extraordinary lengths to win and keep customers.
Still, a satisfied customer is not the same thing as a loyal customer. Walker Information, a 65-year-old firm that tracks customer loyalty, has tried to draw the distinction and today is releasing the results of a survey that determines which IT companies engender the most loyalty.
The results, says Phil Bounsall, Walker's executive vice president, show a correlation between customer loyalty and financial performance. He says the brands that scored high in customer loyalty had higher operating-profit margins, aggregated over three years, compared with negative profit margins for what the company calls the "loyalty laggards."
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