Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
- predictive of outcomes (i.e., right side of the formula above) and
- able to identify (with modeling) the organizational levers (i.e., experiences) that matter most to increasing loyalty and value.
Of course, life isn’t that neat. Identifying the most appropriate organizational levers and then finding adequate ways to measure them have proved difficult, and over the past three decades a number of different approaches have fallen in and out of favor. In the 1980s, Parasuraman, Zeithaml and Berry developed the SERVQUAL scale to measure the quality of service provided to customers. This measured what they regarded as the five underlying components of any service, namely:
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