Are You Measuring Customer Loyalty?


	Are You Measuring Customer Loyalty?

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11-20-2006 2:02 AM

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tags:

marketing, roi, randall, vic

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11-27-2006 8:34 PM

danemorgan

I'd bet the real number is far lower than 50%. We all know a lot of things that a lot of us never seem to get around to doing. I'll include myself in that group too.

I really like Marketing Sherpa, one of the few true "ezines" that still come into my inbox offering real information.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/648e0270-1a34-4a09-836e-9deb44397ad3/E81869B6-8185-496C-9D16-B8F859F209DF/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs" href="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs" style="font-size: 11px;">www.google.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs"><H2 class="item-title">
<A href="http://feeds.feedburner.com/ReturnCustomer?m=132">Are You Measuring Customer Loyalty?</A>
</H2></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs"><P>MarketingSherpa has released a report of ecommerce benchmarks. You can view a summary of their findings in a <A href="http://www.sherpastore.com/samples/Ecom_Benchmark_Exec_Sum.pdf">free PDF</A>.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs"><P>Overall the data is informative but what really peaked my interest was their research on measuring customer retention and loyalty:</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.google.com/reader/shared/17260735075448773474?c=CO-6govpw4gCMBs"><P>
Despite the fact that everyone in this business knows that returning customers are the key to profitability, fewer than 50% of merchants we surveyed said they track loyalty, lifetime value, or retention costs.</P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/E81869B6-8185-496C-9D16-B8F859F209DF/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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