A Barry-Wehmiller Company

Customer Loyalty Evaluation

Chapman & Co. Leadership Institute’s Loyalty Evaluation is about one thing – identifying the best way for your company to create and engage with passionate, permanent brand advocates.

How Loyal Are Your Customers?

If there was an untapped benefit to gain from your existing loyalty program, would you know? And if you don’t have a program yet, how do you know if investing in one makes sense? Chapman & Co. can help you find the answers you need through an expert-led analysis of your business’s loyalty maturity, your current customer engagement strategy effectiveness, gaps you need to address, assets you are underutilizing, and the potential ROI of taking action on improving customer retention and growth.

Assessing Customer Loyalty

Whether your company has had a loyalty program in the market for 15 years, or you have just decided that creating brand loyalty is a strategic priority, our evaluation will be tailored to where your business sits on our loyalty maturity continuum. If you have a loyalty program, our team will review its performance across a variety of disciplines – the rules structure, rewards mix, communication channels, segmentation, referral considerations, and many more – to ensure it is being properly optimized.

If your business does not have an explicit program, no worries – not every company needs a loyalty program, but every company does need a loyalty strategy. We will tailor our engagement to assess the existing customer experience, starting with identifying what type of loyalty customers are currently giving your business. By the end of the engagement, our team of loyalty specialists will identify the existing elements in your brand experience that are most successfully driving loyalty, areas that are lacking support, and if it would make sense for your business to launch a more formal market-facing program.

Regardless of your current program status, the end result is the same – a path for optimizing the tools you currently have and recommendations for new approaches that will result in a more sustainable and profitable customer base.

The Power of Loyal Customers

Recognizing that your best customers aren’t just the people who buy the most from you, but brand advocates within your span of care opens up a rich new world of possibilities for building a different type of relationship. A loyal relationship. Our customer experience experts specialize in the design of customer loyalty strategies, with a combined experience of more than 25 years creating and optimizing successful B2B and B2C loyalty programs, rewards programs, and communication plans that drive results. Evaluate the loyalty towards your brand to uncover opportunities to:

Increase Customer Retention
  • Where customer attention is scarce and choice is abundant, a loyalty strategy can help you retain customers who are otherwise susceptible to competitive offers.
  • Build lasting customer relationships through intention, authenticity, and yes, data.
Grow Your Customer Base
  • Understand which segment of your customers has the most potential for growth.
  • Dig into the areas of customer experience that are repeatedly tampering with your ability to improve customer relationships.
Improve Customer Advocacy
  • Referrals can increase the number of high-quality customers a company acquires, strengthen the brand commitment of existing customers, and do it all at a fraction of the cost of traditional marketing.
  • It isn’t always about “how much” you need to pay the person doing the referring – often gaining the social status of being the person “in the know” is enough of a reward.

Our Approach to Customer Loyalty

Most companies are engaged at some level in improving customer retention. Most also have initiatives aimed at increasing employee engagement. But few attempt to align and integrate these strategies. At Chapman & Co., we go there. Our customer experience expertise, combined with our reputation as a pioneer in leadership development and employee engagement, uniquely positions us to partner with your business to create a shared customer and employee culture, which will optimize outcomes for everyone in your brand ecosystem.

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