ORC International Announces Global Launch of Customer Equity Model
New offering provides a deeper understanding of customers, establishes differentiation, and creates customer
loyalty to increase ROI
NEW YORK, Oct. 20, 2011 /PRNewswire/ - Global market research firm ORC International today announced the
launch of its new Customer Equity Model, a proprietary framework for measuring customer experience in the
context of the brand promise and the broader external environment. The model is unique in its ability to clarify
the influences on buying decisions which impact business results and drive strategy development.
"In today's complex market environment, simply being able to define and understand the extent of your
customers' loyalty and the drivers behind it is not enough," said Linda G. Shea, SVP and Global Managing Director
of Customer Strategies at ORC International.
The innovative model captures the customer experience through the measurement of four key factors:
- External influences: traditional marketing, third party opinions as well as personal and external circumstances
- Customer's mindset: goodwill which is earned over time and generates tolerance and forgiveness
- Customer events: the basics of products and services as well as how they are provided to customers
- Customer loyalty: the degree to which dependence on the brand has been created and the return on the
investment in loyalty is determined
ORC International's Customer Equity Model quantifies the role of goodwill towards a particular brand of product
or service in light of external influences such as traditional marketing and social media. It also assesses the extent
to which dependence has been created to drive business results.
"It is essential for companies to align their actions and their metrics with strategy," Shea said. "Our Customer
Equity Model provides a clear understanding of what actions a company needs to take to drive market outcomes
and increase the return on their investment in customer loyalty."
To learn more about ORC International's Customer Equity Model, email us at email@example.com.
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