Customer Loyalty Management (CLM)

I happened across an interesting set of data that seems worth sharing. It was published by Walker Insight Report. While the data is a little dated (published in 2005), I believe it is still valid.

Walker surveyed a panel of clients and prospects regarding linkage between CLM and financial information. Here is a brief overview of their findings:
1. 95% of the respondents said their companies gather satisfaction and loyalty feedback from their customers.
2. 70% of the respondents said they link operational data to customer satisfaction and loyalty results.
3. 40% of the respondents link CLM data to financial information.
4. Of those not currently linking financial information to CLM, 80% said they have never attempted it before.
5. Of those not currently linking financial information to CLM, 26% admitted they are not likely to start.
6. Of those not currently linking financial information to CLM, 52% said they were very likely to begin linking the CLM results to financial information in the next two years.

Maybe the bottom line is that creating a reliable linkage between CLM and financial information is difficult and expensive. Of course, I would suggest that without the linkage, an executive might just ask, "Why are we spending all this money on these surveys?" He just might have a point.