B2Bridge

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"If a customer wants to recommend you to other companies, the chances are higher that the customer is going to be a loyal customer in the future." This is one of the hypotheses I remember from the presentation of Maciej Mitrega from the University of Katowice in Poland. His research shows a rather good correlation between the inclination of customers to recommend you to other companies, and their future customer loyalty. Although he also warns to be prudent with generalizations of this statement, I feel this is a nice opportunity to try and analyze customer loyalty in our own customer base. As a matter of courtesy, we often ask our customers if and how they allow us to use their name and project info in our marketing communications actions. After an important project with a new client, our sales person sends out an e-mail with about ten questions. We use the answers to draw up our reference list and to decide what clients we are going to ask for cooperation in our customer reference stories. It never occured to me to use the results of those small e-mail surveys as an indicator for customer loyalty too. Thanks for the tip, Maciej.