Section 1: Perceptions versus Reality
Date: May 14 2008
Location: London, U.K.
Length: 14:26 minutes
Presenter: Tim Keiningham & Lerzan Aksoy
When it comes to truly understanding who your most profitable customers are, and growing that segment to in turn drive business growth, Ipsos Loyalty's unique approach C3 – Customers in Three Dimensions, can provide you with the one number that really matters. Forget Net Promoter. Enter C3 -- the multi-dimensional methodology that brings together the three key components that connect loyalty to profitability – attitudinal loyalty, behavioral loyalty, and customer value.
In this presentation, Ipsos Loyalty's Tim Keiningham, Global Chief Strategy Officer and Executive Vice President, talks about how to 1) identify Profitable Loyalty customers, 2) understand the drivers of loyalty amongst Profitable Loyals and 3) tie these results back to customer & company financials.
View Section 2: Management Myths (9:31 minutes)
View Section 3: The Right Way to Manage for Loyalty (10:25 minutes)