Loyalty: Myths And Realities About Desire

Ipsos Unravels Customer Satisfaction And Retention History, Mythology, And Reality

Wednesday, July 27, 2005

Paris, France — Ipsos explores the evolution of customer satisfaction and retention models, and the misperceptions that have accumulated along the way, in the latest issue of Ipsos Ideas, entitled “Loyalty: Myths and Realities about Desire.”

Articles include “Consecutive Mythologies” by Henri Wallard, CEO of Ipsos Loyalty Worldwide, Chairman of Ipsos Asia, and Director of the Ipsos board, which follows the evolution of customer retention management from the quality movement of the 1970s, to “Total Satisfaction” in the 1980s, to the database as the Holy Grail during the 1990s, and to the present.

Previous collaborators on several best-selling customer retention management (CRM) and customer satisfaction management (CSM) books, Terry G. Vavra, Chairman Emeritus of Ipsos Loyalty, and Timothy Keinigham, Senior Vice President and Head of Consulting for Ipsos Loyalty, authored both “Shattering the Myths of Customer Loyalty” and “The Seven Truths of Customer Loyalty.” The articles expose pervasive loyalty myths that cause customer retention management CRM and CSM programs to fail, and describe the loyalty truths and processes that can generate a truly successful loyalty program.

The loyalty issue of Ipsos Ideas also offers “The Parable of Plastic Loyalty”: a case study of how Turkish grocery retailer Tansas turned their losing loyalty program into industry-leading profitability.

For more information on this news release, please contact:

Catherine Martell
Ipsos Loyalty
International Communications Director

Dan Maceluch
Ipsos in North America
VP, Marketing & Communications

To download Ipsos Ideas in English, French, or Spanish or to forward it to a friend or colleague, please visit our website: www.ipsos.com/ideas.

About Ipsos Ideas
Ipsos Ideas is a quarterly vehicle that highlights the latest thinking from our five research specializations – advertising, marketing, customer loyalty, media, and opinion and public affairs. Ipsos Ideas is published in English, French, and Spanish. Current and past issues are available at www.ipsos.com/ideas, or by electronic subscription.

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Loyalty: Myths And Realities About Desire

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Elen Alexov
Director, Marketing Services,
North America