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#thomster
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Behavioral loyalty
Attitudinal loyalty
A customer who stays (repeat purchase, renew contract,…) is
often seen as a loyal customer
Commitment to continue using a product or service, despite
situational influences and marketing efforts of competitors,
is true loyalty.
Watch out: This does not mean that these customers are loyal, because they
might leave once the situation changes…
Source: Klantenloyaliteit, Marnix Bügel
Customer loyalty is a behavioral and attitudinal tendency
to favor one brand over all others
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In contrast to retention management, loyalty management
aims to increase both behavioral and attitudinal loyalty
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Get! Grow! Keep! Get (again)!
Acquisition Development Win-backRetention
Loyalty
Margin
Time
Source: THoM analysis
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#thomster
Loyalty management is often confused with retention
in terms of objective, tactic and customer group
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Loyalty management
• Increasing involvement
> Increasing behavioral
& attitudinal loyalty
• Long term
• Focus on customers with high
potential (customer lifetime
value)
• Aims at retaining and
increasing customer value
• Through building sustainable
relationships
Retention management
• Focus on switching barriers,
involvement is a secondary
objective > Increasing
behavioral loyalty
• Avoid churn on short term
• Focus on customers with
high churn risk
• Aims at reducing and
preventing churn
• Through fixing the basics
KEEP
GROW
GET
High
Low
Low High
Involvement
Switching barriers
Source: THoM analysis
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#thomster
Loyalty appears when customer experience matches at
least expectations and loyalty drivers are met correctly
Each individual will have specific expectations and drivers
influencing attitudinal loyalty
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LOYALTY
DRIVERS
Source: Klantenloyaliteit, Marnix Bügel
Trust
Satisfaction
Quality of
competitive
alternatives
Investment in
relation
+
+
+
-
Expectations
Experiences
LOYALTY
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#thomster
Customer experiences can be divided into 4 types
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Relational
Relationships
Transformational
Actualizations
Aspirations
Transactional
Products
Services
Information
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Source: Qblog - A series on customer experience: Types of customer experience
