Loyalty & Commitment

Commitment is the most powerful indicator of loyal behaviour and business results. A customer's commitment to a brand or company is determined by more than just satisfaction.

In order to engender (and predict) loyal customer behaviour, organizations must be able to measure and synchronize satisfaction and trust. In turn, customer commitment serves as a catalyst for loyalty and advocacy, and it is the vital measure that links behaviour to business results.

The Harris/Decima Loyalty Model is a unique, quantifiable framework that enables our clients to understand and measure the drivers of customer loyalty, including the emotional and rational aspects of customer commitment. It explores the critical role that trust plays in helping organizations build and sustain mutually beneficial customer relationships. The model also measures the various aspects of a company's performance, as well as customers' and employees' degree of trust and satisfaction, all within their competitive environment.