- Track satisfaction/loyalty benchmarked to competitors
- Examine predictors of loyalty, internal measures
- Identify areas for improvement, impact on loyalty
- Predict profitability based on customer loyalty, retention
- Can be phone, mail or on-line/interactive data collection
- Link results to attitude and usage data, segment profiles
- Use loyalty as a segmentation criterion if appropriate
- Establish trends with periodic tracking of indicators
- Measure key dimensions of satisfaction and changes