Loyalty Trak
Loyalty_Trak is a research product developed by Ehrenberg-Bass Institute researchers for subscription markets (e.g. mortgages, insurance) and can be used to measure the impact of marketing programs on retention and defection rates in these markets. Subscription markets are characterised by customers with less switching behaviour, that is defecting customers are lost for a very long or indefinite period. Loyalty_Trak is based on probabilistic measures of loyalty, allowing managers to identify erosion of loyalty while there is still time to take action (ie before the subscription lapses).
Please email Elke.Seretis@MarketingScience.info for further information on any aspect of Loyalty and Customer Retention Monitoring.