Our techniques define how customers themselves evaluate the benefit they receive from products & services, including linking so-called ‘intangible’ customer benefits such as “confidence” and “trust” to the physical activities and incurred costs that drive such feelings


  1. • Qualitative and quantitative research programmes -  pinpointing differences in loyalty between customer profiles. Our specialist panels and customer labs structure the innovation process to explore loyalty factors at any step in customer interaction

  2. • Loyalty Lifelines - we identify which customers are starting to lose their loyalty, and recommend ways to fix the problem before it's too late. We also uncover how to encourage new customers to become faithful, by positioning loyalty driver messages at appropriate times and places in marketing communication

  3. • Out-of-industry benchmarking – identifies innovative and best practice learning worldwide, to offer fresh thinking and detailed case studies.



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Our experience has shown us that no two businesses are alike. That’s why we’ve created a number of different routes to bring loyalty activity alive within a company. Here are some of the most popular options:


• Creative Workshops – innovative facilitated sessions, typically generating over 100 ideas per session, built around the benefits that customers value most

• Channel Troubleshooting – in-depth audits, pinpointing where customer benefits can be  reinforced in channels such as retail, call centres and websites.

• Loyalty Induction Programmes – orientation and training sessions, aimed at immersing new employees in what customers value most, and encouraging a customer-first attitude across executives and frontline employees alike.

  1. • Marketing & Media Plans – build loyalty initiatives and messaging into quarterly and annual plans, including bespoke activities for events such as new store openings, product launches and seasonal promotions.

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What We Offer

Customer Faithful offers a range of services, centred on enabling clients to grow a loyal customer following.

Welcome to Customer Faithful.

Our business has been created with just one goal in mind - to enable companies to win and retain genuine customer loyalty.

We help our clients unravel the complex world of loyalty

  1. -how to find it, grow it and measure it over time.

Loyalty Research & Insight

Typically, our initial work with clients involves the identification of what customers value most.

Loyalty Activity Plans


Customer Faithful offers a range of services to create and drive loyalty-driving activities within the business:

Loyalty Measurement

Customer Faithful advises on practical methods to measure customer loyalty, ranging across behavioural models to predict loyalty from transaction data, through to attitudinal techniques such as Net Promoter Scores (NPS) to monitor word-of-mouth and advocacy.

Our measurement activity also offers the development of Dashboard metrics and targets, for management information, supporting business planning and investment cases.

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