Loyalty Economics

Investing in loyalty starts with knowing what a loyal customer is worth. Our insights provide research and knowledge to help companies invest with confidence.

Time to Shift Focus: From Eliminating Detractors to Creating Promoters

Why do detractors get all the attention when creating promoters is what really boosts profits and inspiration?

Fixing a Struggling Loyalty Program Starts with Knowing Your Customer

Nearly two-thirds of US consumers consider loyalty programs in some of their purchases, but many of these programs are underperforming. Here's how to fix them.

A Conversation with Donald Chesnut, Formerly of GM and Mastercard, about the Power of NPS, Referrals, and Technology

Chestnut explains that prioritizing customer experience can distract from true customer centricity, and points to using technology as a compass for companies to redirect their focus.

Loyalty Programs That Work

Pressure on consumer spending only makes it more critical that companies prioritize their best customers.

The Secret to Mars’s Remarkably Durable Success: Customers Come First

CEO Poul Weihrauch explains how Mars uses both its heart and head to navigate an evolving world with purpose.

The Invisible Force Powering Profitable Growth: Referrals

How—and why—every customer service leader needs to quantify how much revenue referrals generate.

Net Promoter System®

Beating Expectations: The Impact of Loyalty on Corporate Valuations

Morgan Stanley’s Michael Mauboussin explains expectations investing and how to strike the balance between customer happiness and shareholder value.

Big Ideas 2023: Battling Inflation, Companies Can’t Just Buy Growth

Against headwinds of inflation and recession, companies can no longer afford to buy growth, they must earn it.

Can NFTs Boost Your NPS?

NFTs are a new technology, but the loyalty programs that use them best haven’t forgotten the classic principles of customer engagement.

Using Book Clubs to Build a Culture of Customer Love

How one company utilizes Winning on Purpose to forge a common culture and solve real-time challenges. Plus, a list of guided questions for book club discussion.

Winning on Purpose and the Opportunity for CMOs

Bain's Darci Darnell, co-author of Winning on Purpose, shares how the book can help marketers develop new strategies.

Can You Be a Great Leader—Or Build a Great Company—Without Loving Customers?

Here’s our customer-centric manifesto for any company striving for greatness.

How Customer Love Helps You Get Off the Paid-Marketing Treadmill

Bain's Maureen Burns discusses the concept of earned growth and the power of operating under a customer focused mindset.

Why Net Promoter Matters More Than Ever in the Digital Age

Bain's Maureen Burns discusses what customer love looks like in a digital world.

How Do ESG and DEI Work Within a Customer-First Approach?

Bain Partner Maureen Burns discusses why companies should prioritize ESG and DEI efforts in their pursuit of customer love.

Finding High-Touch Opportunities in Low-Engagement Industries

Secrets for boosting NPS from former Duke Energy executive Barbara Higgins, plus the value of breaking down NPS for each aspect of the customer journey.