Adding Emotion To The Loyalty Mix

Ipsos Magazine Examines The Connections Between Customers’ Attitudes And Their Experience

Monday, January 29, 2007

Paris/New York - In the latest issue of its global magazine Ipsos Ideas, Ipsos customer and employee loyalty experts discuss how brand-centric and customer-centric marketers are combining their strengths to drive sales.

“It is no longer a question of building brand loyalty or customer loyalty,” writes Ipsos Loyalty guru Tim Keiningham. “Brand-centric measures and customer-centric measures do not work best independently or in parallel, such as in traditional approaches, but symbiotically.”

The issue, entitled “Adding Emotion to the Loyalty Mix,” also discusses whether some communications are over-promising thus damaging customer satisfaction and the role of price in building – or destroying – loyalty.

The lineup includes: “Are You Building Brand Loyalty or Customer Loyalty?” by Timothy L Keiningham, Senior Vice President and Head of Consulting for Ipsos Loyalty; “Tell It Like It Is” by Henri Wallard, CEO of the global Ipsos Group and head of the Ipsos specialization, Ipsos Loyalty; “Money Can’t Buy You Love? The Relationship Between Loyalty and Price,” by Gailynn Nicks, International Director for Loyalty Innovation and Product Development; “The Breaking Point: Moments of Truth,” by Alain Peron, Managing Director of Ipsos Loyalty France and Antoine Moreau, International Director CRM and Analytics of Ipsos Loyalty; and “Customers and Employees: A Complex Relationship” by Antoine Solom, head of the Employee Relationship Management (ERM) practice at Ipsos France.

To download Ipsos Ideas in English, French, or Spanish, or to forward it to a friend or colleague, visit the Ipsos website:

For more information on this press release, please contact:
Elen Alexov
Director, Marketing Services
Ipsos in North America

About Ipsos Ideas
Ipsos Ideas highlights the latest thinking from Ipsos’ five research specializations: advertising, marketing, loyalty, media, and opinion and public affairs. Ipsos Ideas is published in English, French, and Spanish. Current and past issues are available at, or by electronic subscription.

About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2006, Ipsos generated global revenues of 857.1 million euros ($1.1 billion USD).

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Adding Emotion To The Loyalty Mix

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Press Release


Elen Alexov
Director, Marketing Services,
North America