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THE WALKER LOYALTY MATRIX TRULYLOYALHIGH RISKTRAPPEDATTITUDEACCESSIBLEBEHAVIORWalker’s Loyalty Matrix is a framework for measuring loyaltyand assessing the stability of an organization’s customerbase. Frameworks are useful as they provide a practical wayto better understand business strategies. In the case of theLoyalty Matrix, it is a versatile approach, providing businesseswith a practical means to leverage the voice of the customerfor improved business performance.The Walker Loyalty Matrix takes a scientifically validated approach to the theory of customer loyaltyto create a pragmatic solution to understanding the two dimensions of true loyalty – customerbehavior and the attitudes that support these behaviors. The motivation in creating the LoyaltyMatrix was an early recognition by Walker that the conventional metrics of customer affinity – namelysatisfaction, repurchase intent, and recommendations – were, in isolation, insufficient metrics to fullyunderstand the complexities of customer behavior and its underlying motivating forces.After studying academic literature in the mid-90s, Walker developed the Loyalty Matrix as thekey means of segmenting customers based on their level of loyalty toward the organization.Since that time, Walker has developed and refined formulas for customer segmentation based onthe Loyalty Matrix quadrants. As recognized thought leaders in the practice of customer loyaltyconsulting, Walker’s team has been at the forefront of studying and refining the science of customermeasurement, using a mix of independent studies on loyalty, customer-commissioned studies onloyalty with thousands of organizations, and ongoing review of the emerging academic literature.3

THE WALKER LOYALTY MATRIX CUSTOMER LOYALTYSince the mid-80s, Walker has been a pioneer in the area of customer satisfaction and loyalty.Walker’s work with clients and independent research has been focused on developing measurementsto help organizations make better business decisions. Customer loyalty has emerged as one ofthe most reliable metrics because of its forward-looking nature. Using a customer loyalty metric tocomplement historical metrics, such as sales, profitability, operational metrics, and others, helps anorganization make better decisions based on customer insights.While many assert that loyalty is simply repeat purchase, Walker’s Loyalty Matrix is designed toaddress the elements of both behavioral loyalty as well as attitudinal loyalty. By adding the attitudinaldimension, we are able to further segment the customer base. For example, a customer who willcontinue to purchase, but has low commitment, makes them trapped. This is in contrast to truly loyalcustomers which have both high behavioral and attitudinal loyalty. This is meaningful because ifleft unaddressed, trapped customers follow a slippery slope toward defection. However, truly loyalcustomers tend to purchase more, are more secure sources of revenue, will be prone to buying abroader range of products, and are more likely to recommend the company to future customers.From a business perspective, this enables companies not only to understand some of the motivationbehind the customer behavior, but also provide a better barometer of revenue, profit, risk, and anorganizational call to action.4

QUADRANT DESCRIPTIONSThe Walker Loyalty Matrix is structured so the two axes represent the two aspects of loyalty –attitude and behavior. This forms four quadrants that can be defined as follows: Truly Loyal – These customers have every intentionof continuing to do business with you and they havea positive attitude toward your company. They likeworking with you and are more likely to increase theirspending and recommend your company to others. Trapped – These customers show every indication ofcontinuing business with you, but they’re not very happyabout it. They feel trapped in the relationship. This iscommon among organizations locked into long-termcontracts, lacking a suitable substitute, or finding thatit is too hard to switch. Eventually, trapped customerswill find a better option and are not likely to continue orincrease business with you.ACCESSIBLETRULYLOYALHIGHRISKTRAPPEDATTITUDE Accessible – These customers have a good attitudeabout working with you, but do not plan to continue theirrelationship. Since this is a rather odd combination, it’snot surprising that it is often a very small percentage ofcustomers. What it typically means is that something haschanged in their business and they do not need yourproduct or service any longer. However, they are oftengood advocates and will typically speak highly of yourcompany.BEHAVIOR High Risk – As the name implies, these customers donot intend to return and do not have a healthy attitudeabout their relationship with your company. Typically,they are halfway out the door and not only will they nolonger be a customer, but will also talk poorly about youin the marketplace.This breakdown provides a very practical and flexible way of segmenting customers. For each ofthese quadrants specific action plans can be drawn to dramatically improve business performance.5

THE WALKER LOYALTY MATRIX APPLICATIONS OF THE LOYALTY MATRIXThe Loyalty Matrix provides a rich, multi-dimensional, actionable approach to measuring loyalty. Itgoes beyond a simple customer satisfaction score, Net Promoter score or similar metric, to provide aricher source of information. One of the greatest aspects of the matrix is its flexibility and how it canbe applied to a variety of business situations. Walker clients have used the Loyalty Matrix to: provide an ongoing snapshot of overall customer stability filter by geographic region so performance comparisons can be made filter by branch, store, or other business unit to create benchmarks for performance provide a breakdown of loyalty by product or solution link to other customer metrics, such as revenue and profitability link to operational metrics, such as delivery time or quality provide more accurate forecasting and account planning of future business with current customers establish a more precise understanding of the relationship within strategic accounts assess loyalty by individual contact within an account so that intra-account defection risk can beunderstood and strategies can be developed to improve specific relationships provide a snapshot of employee loyalty bridge the gap between macro-level initiatives that will impact perceptions of all customers vs.micro-level strategies and tactics designed to maximize the impact on a single account6

A SUPERIOR FRAMEWORKWhat differentiates the Loyalty Matrix from other methods in the marketplace? Here are the keyfactors that separate the Loyalty Matrix from other alternatives:1. Scientifically sound but practical – While the science of the Loyalty Matrix is complex, the methodby which the information is communicated and used is simple to comprehend.2. Multifaceted – Humans are complex beings; as such, it is counterintuitive to assume that theirmotivations and behaviors can be explained by a single metric. By embracing these complexities,the Loyalty Matrix provides a more robust understanding of customers.3. A blend of the means and the ends – By understanding the attitudes of customers (the means),we can better predict how they will behave (the ends) in both the short- and long-run.4. Action-oriented – Simply telling a client that the key to better financial success is to satisfymore customers or create more promoters leaves more questions than answers. Being able tounderstand the attitudes and intended behavior of the customer, coupled with the granularityprovided with the underlying experience data provides a rich framework by which strategies andaction plans can be developed.Walker continues to study the science of customer behavior in an effort to provide solutions that willhave significant, lasting impact on our clients’ business success. The goal is not simply to understandwhy customers behave the way they do, but also to help clients develop the strategies and tacticsthat will create transformational cultural change within their organizations. The underlying theory issimple – over time one of the few (if not the only) sustainable competitive advantages firms have istheir culture. Moreover, those with a customer-centric culture will outperform their peer set and theirmarkets at large in the long run.

ABOUT WALKERWalker specializes in customer loyalty and related customer strategies, including innovativeapproaches to segmenting, valuing, obtaining, serving, and growing customers. Walker’sdiverse team of consultants provides tailored, comprehensive solutions to help companiesachieve their business objectives and, ultimately, grow shareholder value. Walker’s consultantsregularly conduct workshops and assessment programs to help organizations improve theirability to administer customer listening programs.WALKER CLIENTS INCLUDE: AAAACI lCDWCiscoD&B ExactTargetEMCIHSIntelMcAfeeNCRNetAppPepsiTetra PakSyscoWellpointTHE WALKER INDEX 3,200 2,800 2,400 2,000 1,600 1,200 800 400 019941997200020032006Walker IndexDow Jones Industrial Average200920 1 12013S&P 500NASDAQThe Walker Index is a stock index comprised of current Walker clients. Companies areincluded in the index only during their tenure as Walker clients. Companies attracted toWalker are committed to using the customer perspective as an impactful managementtool. The Walker Index indicates these companies outperform the broad markets.For the most up-to-date Walker Index, please visit 301 Pennsylvania ParkwayIndianapolis, Indiana 46280Telephone: 1.800.334.3939International: m

The Walker Index is a stock index comprised of current Walker clients. Companies are included in the index only during their tenure as Walker clients. Companies attracted to Walker are committed to using the customer perspective as an impactful management tool. The Walker Inde

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