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Description of Brand Research > Brand Image Tracking

Brand research companies that conduct longitudinal studies to examine the attitudes toward and awareness of a brand over a period of time. Locate a firm to periodically update brand image data by tracking consumer impressions of the brand as well as the product or service it offers.

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In this fiercely competitive marketplace, many companies are using loyalty programs to create and retain loyal customers.  These programs are becoming commonplace in both product and service industries, from retail to telecommunications to travel.  Administered correctly, the programs encourage repeat business while fostering relationships with customers, which in turn makes the customers more committed to the company. 

The first step to developing a loyalty program is to research the customer database and target key customers for the program. Segmentation is a useful tool for researchers to help identify customers and their needs, in order to more readily target them.  It can also be used after the program has been established for a period of time to examine reasons for any customer attrition. 

Another helpful research technique is to examine customers' expectations for the program compared to what the program actually offers to them.  Items with the largest gaps between these two are worth exploring and improving.

Below are additional pointers for making customer loyalty programs work, based on research Rockbridge has conducted.

Clearly communicate the benefits and features of the program.  It is important for customers to understand what is involved in the program before they enroll, so there is no misunderstanding about the terms, conditions, and benefits of the program.  It is also crucial for customers, once enrolled,  to receive up-to-date information about the program   This communication gives the company the opportunity to build a relationship with the customer.

Value your customers.  One of the purposes of a loyalty program is to establish a relationship with customers. Customers want to feel valued and be treated accordingly. It is important for companies to listen to their customers' concerns and resolve problems promptly so that they can further enhance the relationship.

Companies are beginning to learn that retaining customers is less costly and more beneficial to them than trying to acquire new ones.  Loyalty programs are key to retaining customers; indeed, many customers have already come to expect such programs as routine.

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