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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See also
Customer Satisfaction: A Flawed Measure
Merger Myopia
Getting Emotional About Brands
Can Advertising Still Contribute?
Building a Brand Relationship
The Challenge of Managing Multiple Locations

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
Copyright ©2009 Gallup, Inc. All rights reserved.

Copyright © 2009 Gallup, Inc. All rights reserved.
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