Customer Alliance Framework for Satisfaction & Loyalty
The NOVERNA Customer Alliance Framework holistically measures customer experience, satisfaction, and loyalty. It identifies the customer journey framework and pinpoints tactical, strategic, and channel touch-point actions to enhance customer experience while minimizing negative impacts in the market.
Our clients typically seek to answer the following key questions:
- What factors drive my customers’ satisfaction and what is their relative importance? How do I prioritise my service improvement actions?
- How satisfied are my customers with the service they are receiving and how does this compare to my competition?
- What are customers willing to trade off for loyalty, if anything? Is trade-off for my brand functional or emotional?
- Are my customers promoting my brand through word of mouth? Is it in a positive way?
- What kind of indices are used to measure and track customer satisfaction and loyalty levels over time? Can these be customized to my business performance program?
The NOVERNA Customer Alliance Framework provides all the answers and maps a relevant and actionable framework for prioritizing actions based on accurate measurements and diagnostics.
Relevant and Actionable
With over two decades of experience in customer experience, we tailor unique Customer Experience Models for each brand by integrating industry-specific dimensions. We conduct qualitative exploratory research to align customer needs with internal operations and brand aspirations.
Our approach emphasizes listening to the customer voice, resulting in a bottom-up model built on core factors and specific attributes.
Key Indexes
The Customer Alliance Framework measures 7 high level indexes which are correlated at the analytical level:
- The CAF Satisfaction Index gauges the overall satisfaction levels of customers, considering satisfaction across factors and attitudes, the degree to which expectations are met and the most recent experience on specific touch-points. This measures the overall experience with the brand.
- The CAF Viral Index gauges the impact of positive and negative word of mouth and digital sharing, considering the Net Promoter Score and the Digital Mood Score relating to customer experience. This measures the likelihood to recommend a brand, service or product, factoring in the exponential impact which this has on the brand
- The Customer Effort Score measures the effort required by customers to reach the most positive experience.
- The Trade-Off Index Map identifies whether and what customers are willing to trade-off or accept in return for enjoying positive experiences
- Competition Benchmarking Score measures all customer experience scores in the competitive framework, thus identifying both the positive break-throughs and differentiation points of customer experience with the brand, as well as the dimensions in which the brand lags or follows behind competition
What lies behind a positive or negative customer experience?
In the CAF framework, modeling and analytical diagnostics scientifically analyze survey data and digital posts to uncover both surface-level and subliminal experiences and attributes that influence overall customer experience. This analysis provides a comprehensive assessment of key drivers related to:
- The relative importance of service factors and attributes which drive greater satisfaction
- Deciphering those important experiences and factors which can convert satisfied customers into loyal customers in the long-run
- Specific points in the customer journey that are driving or preventing greater satisfaction and loyalty
- The key reasons why expectations are met or not met
- Determining the relative impact of quality, customer servicing, pricing, digital, emotional and other dimensions
- The emotional and experiential delight and alienation trigger points
- The urge to refer or post negatively about a specific experience
Action-Based Analytics
Our customer experience analysis approach is dynamic and action-oriented. It combines survey data analytics, qualitative deep dives, and advanced social listening analysis to encompass the physical, emotional, and digital dimensions of consumers’ lives today.
Our clients benefit through action-based recommendations which:
- Capitalize on positive customer experience to transform these into brand growth and competitive advantage opportunities
- Focus on the necessary adjustments to reduce negative experience
- Build on positive buzz around the brand experience
- Alleviate the impact of negative buzz around the brand experience