Loyalty Insights Dashboard

The Dashboard is an actionable set of charts. If more than one main customer segment exists, then more than one set of charts is developed.

The top chart shows overall loyalty based on a composite set of customized measures. For example, customer satisfaction is often a measure that is part of loyalty. And whether a customer would recommend a company may be part of loyalty. Any one measure in isolation reflects part of loyalty, and we construct a composite set of measures that gives a more complete picture.

Below the top chart are charts for loyalty drivers. Each driver appears in a separate chart. For example, a customer's perception of how well a product performed is often a loyalty driver. Our Loyalty Insights process involves identifying and testing loyalty drivers. When we refer to a loyalty driver we are not just saying we think this factor ought to drive loyalty; we're saying we've collected data and have empirically found a strong relationship between this factor and loyalty. So the drivers on the Dashboard have been validated as being important.

How is the Dashboard useful? Some examples:
* Focus. Within an organization people engage in many tasks. The Dashboard helps people focus on factors that really drive loyalty. This helps align efforts with areas that matter.
* Early warning. Early signals that forecast customer behavior can be very helpful. The Dashboard provides these signals. Perhaps a new initiative is working very well or poorly, or perhaps a competitor has made a crucial change. Being able to adjust requires valid feedback in a timely manner.
* Consensus. Much time can be spent deliberating whether customers view a company or product positively or negatively. The metrics provide hard data, so the speculative nature of these discussions are not overly consuming.
*  Competitiveness. In the long haul, ongoing profits and growth are more secure when it's clear how customers react. Dashboard measures help determine how to approache the market, resulting in an ability to be more competitive.