Companies struggle to get a clear view of customer satisfaction and loyalty because these programs are usually managed separately. By integrating them, not only can companies accurately judge customer opinion, but they will also be better able to act on those opinions and build a cadre of loyal customers and advocates.
This ITSMA Special Report highlights how best-practice companies take a unified, global approach to customer satisfaction management and loyalty programs. Many have developed a customer experience center of expertise to ensure that programs are coordinated globally and executed consistently at the local level. The report also defines what a customer loyalty program is, identifies the organizational structure companies need to develop a comprehensive program, and outlines the key elements in designing a process and program for an holistic customer experience.