As highlighted in our previous article, customer loyalty drives buying behaviour, and continued loyalty translates into sustainable business growth and profitability. At the core of the Walker model is a roadmap grounded in data and insights.
Think back to the days before Google Maps, when finding a specific location often meant getting lost. Data technology and geolocation capabilities have empowered us to reach our destinations much faster. Now, imagine if Google never updated its data—how valuable would it still be?
Similarly, your customers engage with your brand continuously, but their behaviour is rarely 100% consistent. While technology helps brands connect with customers faster and more personally than ever, maintaining consistently excellent customer service across an enterprise can leave gaps in operations.
The only way businesses can achieve this is through a clear understanding of customer touch-points along the entire journey. This is why relying solely on a quarterly customer satisfaction survey can give brands a one-dimensional view of customer perceptions. As shown by the Walker model, customer experiences, perceptions, and attitudes are interconnected, driving loyalty and influencing purchase decisions.
Measuring Customer Experience – Striking a Strategic Balance Between NPS and CSAT
Measuring customers’ attitudes and perceptions of your brand requires a multi-dimensional approach. To gain a complete picture of customer engagement, it’s important to assess their feelings and perceptions of service delivery and their propensity to act.
To hit the perfect mark in measuring loyalty, we track both Customer Satisfaction (CSAT) and Net Promoter Score (NPS). Here is how they work together to put the picture in perfect focus:
Net Promoter Score (NPS)
NPS evaluates a customer’s long-term experience and loyalty to your brand. It provides valuable insights into customer happiness, their likelihood to repurchase, and whether they’ll recommend your brand to others. This metric acts as a periodic check-up, capturing a broad view of customer sentiment and loyalty over time. In a case where your time and budget don’t allow for both methodologies, you would only measure NPS to indicate your customer’s loyalty
Customer Satisfaction Score (CSAT)
CSAT, in contrast, measures customer satisfaction following specific interactions or transactions. It provides quick, actionable feedback, helping you understand what’s working and what may need immediate improvement. CSAT dives deeper into each touchpoint of the customer journey, ultimately revealing which business strategies are effective and highlighting specific areas needing attention. This targeted approach to measuring satisfaction is key to driving continued customer loyalty and repeat buying behaviour.”
By consistently measuring all brand engagement points at different stages and implementing key improvements along the way, brands can foster long-term customer loyalty, which translates into sustainable business growth and profitability. Having a trusted research partner is essential for swiftly analysing behavioural changes, identifying gaps, and implementing adjustments as rapidly as your market landscape evolves.
At REACT, we support you in measuring these shifts and navigating challenges before they impact your business performance.
