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Across diverse industries, the proportion of emotionally attached consumers is remarkably consistent (below right).
L3 + A8 = CE11: QUESTIONS THAT GET AT THE HEART OF CUSTOMER LOYALTY.
L3
Overall, how satisfied are you with [brand]?
How likely are you to continue to choose/repurchase [brand]?
How likely are you to recommend [brand] to a friend/associate?
A8
CONFIDENCE
[Brand] is a name I can always trust.
[Brand] always delivers on what they promise.
INTEGRITY
[Brand] always treats me fairly.
If a problem arises, I can always count on [brand] to reach a fair and satisfactory resolution.
PRIDE
I feel proud to be a [brand] customer.
[Brand] always treats me with respect.
PASSION
[Brand] is the perfect company for people like me.
I can't imagine a world without [brand].
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