|
As marketers, how can we build a lasting foundation for the success
of our brands?
Why aren't satisfied customers always loyal? And why are dissatisfied
customers sometimes loyal? The answer is commitment. Committed
customers endure bad times. They set aside their dissatisfaction in the
hope that things will improve. Commitment binds a customer to a brand,
even when the brand lets them down. And when there's no commitment, even
satisfied customers are at risk.
What is the Conversion Model?
The Conversion Model is the world's leading measure of commitment. It
measures the strength of the relationship between customers and products
or services. It is a psychological measure, not a behavioural one. It
is based on the recognition that commitment underpins loyalty, but that
the two are not one and the same.
Marketers often mistake brand loyalty for commitment.
| :: |
Loyalty is what
people do - the likelihood of repurchase based on past behaviour.
|
| :: |
Commitment, on the other hand,
is about how people feel - the likelihood of repurchase
based on what's in the consumer's mind. |
Just because a person is loyal - buying the brand
again and again - doesn't mean they're committed to it. They may simply
be buying it out of habit, for example. Break the habit, and the loyalty
disappears. But when loyalty is based on commitment, it's much harder
to break.
|
