Brand and Customer Experience tional imprint it creates – and the higher that customer’s advocacy and resistance to switching to competitors. By identifying those moments of truth that leave this emotional imprint, you get sharper, customer-centric insights on which attributes to promote, to drive loyalty and en- hance customer lifetime value. Manage your flow of customers GfK Customer Harmonics is built around the understanding that customer flow is a critical indicator of market momentum. Net custom- er flow can be tracked via the actual in-flow and projected out-flow of customers through your brand, reflecting your company’s relative strength in market. This superior loyalty and growth currency directly accounts for compet- itive dynamics and allows you to predict your company’s future market trajectory over the next year. You can manage your net flow with two key relationship factors that impact customer loyalty over time: Brand Stickiness, a customer’s emo- In today’s hypercompetitive marketplace, a satisfied customer is not always a loyal customer. A global study by GfK shows that satisfaction accounts for only 40 percent of the variation in loyalty. Bridging this gap between creating a satisfied customer and a loyal customer is a persistent challenge. GfK Customer Harmonics is a revolutionary approach to identify the most effective actions you can take to increase customer loyalty, and target customers who are showing early risk of churn. Our validated, customer-centric methodology monitors loyalty by focusing on customers’ experiences and relationships in a way that can account for 80 percent of the variation in loyalty – double the rate of using customer satisfaction alone. Deepen your emotional imprint Emotional imprint is the new customer ex- perience indicator that bridges this gap. Our research shows that the more memorable and vivid an experience is, the stronger the emo- DOES YOUR CUSTOMER EXPERIENCE CREATE AN EMOTIONAL IMPRINT AND DRIVE MARKET MOMENTUM? GfK CUSTOMER HARMONICS