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Strong customer loyalty should be the intended outcome of any customer experience. Customer loyalty is reflected by a voluntary willingness to repurchase or recommend a particular person, company or brand. Customer loyalty is essential because it offers the shortest and most cost efficient path to new and repeat purchases of any product or service. Companies and brands with strong customer loyalty are able to attract and retain customers with less spending on pricing and promotion, which allows them to grow more consistently and profitably. While measuring customer loyalty is relatively easy, improving it is often much harder. Unfortunately, traditional approaches to Customer Experience Measurement (CEM) such as Net Promoter benchmarking, CSAT tracking or Customer Effort Scoring are typically designed and implemented in ways that do more customer loyalty harm than good.
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