30 April 2001

Beyond Customer Loyalty

"Engaged" customers are more valuable that just satisfied ones

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
It's rare to encounter a service marketer without some sort of service quality assessment program. But satisfied customers defect. Market satisfaction doesn't guarantee market retention. The key to brand loyalty is the emotional attachment of customers, which requires meaningful metrics, education and company-wide commitment.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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