ORC International Announces Global Launch of Customer Equity Model

NEW YORK, October 20, 2011 -

New offering provides a deeper understanding of customers, establishes differentiation, and creates customer loyalty to increase ROI

Global market research firm ORC International today announced the launch of its new Customer Equity Model, a proprietary framework for measuring customer experience in the context of the brand promise and the broader external environment. The model is unique in its ability to clarify the influences on buying decisions which impact business results and drive strategy development.

“In today’s complex market environment, simply being able to define and understand the extent of your customers’ loyalty and the drivers behind it is not enough,” said Linda G. Shea, SVP and Global Managing Director of Customer Strategies at ORC International.  

The innovative model captures the customer experience through the measurement of four key factors:

• External influences: traditional marketing, third party opinions as well as personal and external circumstances
• Customer’s mindset: goodwill which is earned over time and generates tolerance and forgiveness
• Customer events: the basics of products and services as well as how they are provided to customers  
• Customer loyalty: the degree to which dependence on the brand has been created and the return on the investment in loyalty is determined

ORC International’s Customer Equity Model quantifies the role of goodwill towards a particular brand of product or service in light of external influences such as traditional marketing and social media. It also assesses the extent to which dependence has been created to drive business results.

“It is essential for companies to align their actions and their metrics with strategy,” Shea said. “Our Customer Equity Model provides a clear understanding of what actions a company needs to take to drive market outcomes and increase the return on their investment in customer loyalty.”

To learn more about ORC International’s Customer Equity Model, email us at answers@orcinternational.com.

About ORC International

ORC International is a leading global research firm with offices across the U.S., Europe and Asia Pacific.  The company offers a platform of integrated intelligence that combines forward thinking methodologies, cutting-edge technology, skilled researchers and in-depth industry experience to provide clients with valuable insight to help solve their most pressing business challenges.  Specifically, the Customer Strategies Practice of ORC International helps clients establish market differentiation, improve and enhance customer retention and acquisition and gain an in-depth understanding of customers’ needs and expectations.  The company has been the trusted partner of CNN on the CNN|ORC International Poll since 2006 and is a founding member of the Council of American Survey Research Organization (CASRO).  To learn more, please visit: www.ORCInternational.com.

ORC International Contact:
Christina Hungspruke
Senior Director of Corporate Marketing
Phone: +1-212-463-6312
E-mail: christina.hungspruke@orcinternational.com

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