Many organisations set loyalty and Net Promoter Score (NPS) targets without understanding what it takes to achieve these often stretching and ambitious goals. Indeed, reports from some sources suggest than only one in 10 NPS programmes delivers value. To overcome this challenge, Gallup researches the drivers of brand loyalty and NPS through an extensive understanding of how to measure and manage the emotional attachment customers have with your brand.
Gallup's proprietary research conducted during the proposed voice of the customer programme will explore both the rational and emotional drivers of customer engagement with Burberry. This research will include demonstrable links to higher levels of spend, return visits and recommendation to others for the brand and its products.
In retail and luxury, there exists a desire to deliver financial performance to the organisation as well as provide outstanding experience for customers However, many store managers are naturally more inclined to focus on one of these at the expense of the other, resulting in significant range in performance on both outcomes store by store. When measured correctly, there is direct link between store level employee engagement and customer engagement and higher levels of financial performance. Such is the relationship between employee and customer engagement that the two are not simply additive -- they are multiplicative.
[Per Leslie ... link to HBR HumanSigma article]
Top photo © Burberry