Burke extends the Secure Customer Index by two additional loyalty dimensions (five in total) and links the loyalty index measured in Period 1 with the actual Share of Wallet in Period 2 — that is, the share of spending the customer devotes to the brand.

Period 1

Loyalty index

→

Period 2

Share of Wallet
(0 % – 100 %)

Five dimensions — each captured via the following question

Overall satisfaction“How satisfied are you with (BRAND/COMPANY) overall?”

Willingness to recommend“If you were asked to recommend a company in (INDUSTRY), how likely is it that you would recommend (BRAND/COMPANY)?”

Likelihood to repurchase“How likely is it that you will continue to use (BRAND/COMPANY)?”

Earned loyalty“(BRAND/COMPANY) has earned my loyalty.”

Preferred company“I prefer (BRAND/COMPANY) over all other providers.”

Source: Burke Inc. · http://www.burke.com/