Will consumers stay with your brand?

The Customer Equity Company (SA) is a joint-venture between Research Surveys (South Africa's largest knowledge management and consumer market research company) and TNS (the world's fourth largest market research company). It provides global support for the Conversion Model, working with licensees in over 200 offices around the world.

The Conversion Model answers the questions, "Will consumers stay with your brand, or won't they? Are they seriously committed to the brand, or merely loyal? If they don't stay when something better comes along, why?

By answering these questions, the Conversion Model not only gives marketers an in-depth understanding of what drives consumers, but also points to actionable strategies that are geared towards growing the brand.

The Conversion Model has been used in over 5000 international research studies to measure brand health, customer commitment and employee commitment levels, customer satisfaction studies, continuous tracking, database integration, new product launches and communications tracking.

General Manager of The Customer Equity Company, Lesley van der Walt, says: "The Conversion Model has proven to be a more reliable measure than traditional customer satisfaction and loyalty measures because it explains behavioural paradoxes that traditional measures don't. With this measure of commitment, marketers are better able to understand why unhappy customers don't defect; why disloyal customers should not always be a low priority and why apparently very satisfied customers sometimes leave. The Conversion Model provides marketers with an analysis of not only their brand, but its competitors too. To date the biggest users of the Conversion Model come from the financial sector (17%), beverages sector (13%), telecommunications sector (11%), foodstuffs sector (7%), motor-related sector (6%) and media sector (5%)."