Customer Loyalty

Everybody promises growth in revenue and earnings, but only 1 in 10 companies achieve sustainable, profitable growth. These successful companies have twice the level of customer advocacy as their competitors.

What we do

The best way to measure loyalty is just to ask people one simple question, what I call the ultimate question: 'Would you recommend us to a friend?'double-quote-close

Customer loyalty truly pays off, but the tools used to manage profits are far stronger and better understood than those for measuring loyalty. Bain is an innovator in loyalty research. Using our Net Promoter® disciplines, Bain clients develop more promoters who buy more, stay longer, tell their friends and colleagues, and invest their time to help the company improve. Our clients also learn to eliminate defects in their business system, reducing the number of detractors who can sap the life from your customer base.

Simple, yet powerful, NPS® provides the rigor, speed and thoroughness to transform a company into a loyalty leader. We deeply understand that advocacy drives competitive advantage, at faster organic growth and lower cost. Loyal customers spend more with companies that treat them well, cost less to serve and refer more customers who are like them, the Net Promoter approach can pay huge dividends. NPS® is more than a metric, it is a way of doing business. Bain works with clients to apply these principles of loyalty:

  • Measure the health of the customer relationship over time
  • NPS provides data that is actionable, including studies of relevant competitors and identifying and targeting important customer segments.
  • Enable closed learning loops between employees and customer to drive continuous improvement
  • Understand what practices grow promoters and breed detractors
  • Track the key touch-points in the customer experience to recover from service failures and provide outstanding support.
To learn more, visit Bain's Net Promoter® System site.

® Net Promoter, NPS, and Net Promoter Score are trademarks of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.
Insights
We develop insights that work for our clients. Our approach and recommendations are highly customized and lead to practical actions. Below is a selection of our experts' perspectives on important issues—for our clients and their industries. Visit Bain Insights to read more.
Our team

We work as an integrated part of your team, from frontline to C-suite, to deliver true results and make the changes stick. We have a dedicated group of experts that we deploy around the globe to focus on loyalty opportunities.

  • Fred

  • Fred Reichheld

    Bain fellow and founder of Bain& Company's Loyalty practice

    Boston

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  • Rob

  • Rob Markey

    Head of Bain's Global Customer Strategy& Marketing practice

    New York

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