Our Point of Difference

Griffin Group
Loyalty Services

Griffin Group
Win-back Services

Our Loyalty Compass
Research Process

What clients are saying

Our Loyalty Compass Research Process

Many companies, and many consulting organizations as well, still believe they can drive customer loyalty through creating ever higher levels of customer satisfaction. They profess that true loyalty comes from a combination of attitudes and behaviors.

In our customer loyalty consulting experience, we have found that customer opinions and attitudes, though useful, are much too changeable to be reliable and actionable. Customer satisfaction principally measures attitudes; and it has been determined, in the vast majority of industries studied, that satisfaction levels are not well correlated with customer loyalty. Perceived value, the customer's own assessment of a supplier's performance and level of belief in that supplier's ability to provide benefit, is the true barometer of loyalty.

Identifying a customer's value drivers requires a very disciplined and stringent research process. We have developed an exclusive process that has worked well with our own clients. Called the Customer Loyalty Compass, it involves four key steps -- Prepare, Assemble, Comprehend, Employ (P.A.C.E.).

Read our detailed explanation .

Refer to the charts to learn more about how our process works.