Cultivating a relationship with your customer is key in achieving desired business results. A passive system that depends upon your customers to inform you without effort on your part is not likely to yield the information necessary to improve customer loyalty.
It is not possible to measure and manage customer loyalty using only one form of measurement. You need a number of different indicators, providing different perspectives on how customers perceive their relationship with your brand. It is not just about how they behave, but also what they think and feel. You therefore need to create a loyalty measurement dashboard with a number of appropriate, relevant indicators. These indicators might be behavioral, attitudinal or financial, and can also be comprised of concepts from the Net Promoter score, a management tool that gauges customer loyalty.