A score in this range indicates that there are some areas the organization is doing well with in regard to building loyal customer relationships but many are still either missing or not being executed. It is generally difficult to determine with a middle range score where the problem lies - whether it is with the actual customer process or lack of execution.

We generally find it is a combination of both of these areas - customers generally aren't viewed as critical as they should be to the organization and there is a lack of process for assessing and measuring customer loyalty. If this is the case, we highly recommend starting with the assessment to understand exactly where the organization is positioned with their best customers and then evaluate the processes necessary to create changes in the functional areas and business processes to support this information.

A score in the bottom range almost always indicates that very little has been done to make the customer a key component in the strategy and direction of the organization. Here we find the organization does not understand the Promises their key customers want them to keep and has not done much in regard to assessing and collecting this information.

We highly recommend revisiting two key areas of the business - the customers and their strategy. Start with the basics of a customer assessment to understand the Promises your customers want you to keep. Then conduct a strategy session (preferably with outside facilitation) to help you incorporate this information into your organizational strategy. By starting with these two steps, you would move the organization into the middle area quickly and easily and can then have a good chance to start achieving substantially improved performance and increased customer loyalty and minimize your customer defections.