Brand and Customer Experience

tional imprint it creates – and the higher that customer’s advocacy and resistance to switching to competitors. By identifying those moments of truth that leave this emotional imprint, you get sharper, customer-centric insights on which attributes to promote, to drive loyalty and en-hance customer lifetime value.

Manage your flow of customersGfK Customer Harmonics is built around the understanding that customer flow is a critical indicator of market momentum. Net custom-er flow can be tracked via the actual in-flow and projected out-flow of customers through your brand, reflecting your company’s relative strength in market. This superior loyalty and growth currency directly accounts for compet-itive dynamics and allows you to predict your company’s future market trajectory over the next year.

You can manage your net flow with two key relationship factors that impact customer loyalty over time: Brand Stickiness, a customer’s emo-

In today’s hypercompetitive marketplace, a satisfied customer is not always a loyal customer. A global study by GfK shows that satisfaction accounts for only 40 percent of the variation in loyalty. Bridging this gap between creating a satisfied customer and a loyal customer is a persistent challenge.

GfK Customer Harmonics is a revolutionary approach to identify the most effective actions you can take to increase customer loyalty, and target customers who are showing early risk of churn. Our validated, customer-centric methodology monitors loyalty by focusing on customers’ experiences and relationships in a way that can account for 80 percent of the variation in loyalty – double the rate of using customer satisfaction alone.

Deepen your emotional imprintEmotional imprint is the new customer ex-perience indicator that bridges this gap. Our research shows that the more memorable and vivid an experience is, the stronger the emo-

Does your customer experience create an emotional imprintanD Drive market momentum?

Gfk customer Harmonics

With GfK Customer Harmonics, you can:

» Heighten your emotional im-print: generate significantly lower rates of customer churn and more positive word-of-mouth

» Manage the customer journey: Pre-emptively address specific product and service experiences at key moments of truth that impact the in-flow and out-flow of customers

» Strengthen relationships: im-prove the durability of custom-er relationships to strengthen loyalty and mitigate product or service failures

» Predict the future: understand the future growth trajectory of your brand based on a clear un-derstanding of customer flow

About GfKGfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

An integrated solutionGfK Customer Harmonics can be integrated with our customer experience management technology, GfK Echo, to better enable you to increase operational and tactical success in managing the customer experience at the point of service in real-time.

Questions?

GfK. Growth from Knowledge

For more information, please contact:David Robbins | T +1 734 332 9200 x2113 | david.robbins@gfk.com

www.gfk.com

moments of truth

GfK Customer Harmonics

relationshipexperience

tional & structural attachment to your brand, and Competitive Pull, the attractiveness of com-petitive brands. With GfK Customer Harmonics,

you can quantify these factors and pinpoint specific aspects of the experience that drive the durability of your customer relationships.