A practical path to customer loyalty

Abstract

Describes, utilising practical examples/results, how Nortel Wireless Networks initially recognised the need to enhance the existing emphasis on purely customer satisfaction to that of an evolving focus on customer loyalty, i.e. retaining customers and generating repeat orders. It also highlights how the business evolved the existing customer satisfaction process taking into account global customer base requirements such as language, culture and respondent influence within the recipient organisation, the process by which this was enacted, and the rationale behind the evolution from a customer satisfaction strategy to that of a customer value management methodology leading towards increased customer loyalty. Details the current process by which customer value management is being rolled out through the organisation.

Citation

Bowden, P. (1998), "A practical path to customer loyalty", Managing Service Quality: An International Journal, Vol. 8 No. 4, pp. 248-255. https://doi.org/10.1108/09604529810222541