BSI partners with Respond to create new loyalty specification

Global first to focus on the loyalty of customers, employees and stakeholders

The understanding of loyalty is roaring into a higher gear with the launch new guidelines.

The British Standards Institution has worked in conjunction with Respond, provider of software and services that help companies build better business through customer feedback, to develop a new specification that specifies processes for improving the loyalty of customers, employees and stakeholders.

The publicly available specification looks for reactive and proactive feedback from customers and employees and uses this feedback to improve customer satisfaction, loyalty and corporate performance.

The directors of BSI and Respond launched the guidelines on Harley Davidsons - chosen because the US-based motorbike manufacturer is renowned for its customer loyalty programmes.

Harley Davidson operates initiatives like HOGs - Harley Owners Groups - and stages rallies and events worldwide to retain customer loyalty to the Harley Davidson brand. And some of their employees and customers are so passionate about their brand they're prepared to have Harley Davidson tattoos. 

David Lazenby CBE, director of British Standards, said: "This new specification for customer loyalty is a 'first' for the business world, and removes the mystery from the art of keeping customers. BSI pioneers ways of helping organisations meet benchmarks in best practice, and this guide to achieving customer loyalty provides an important yardstick for maximising repeat business and measuring results."

Respond provides award-winning customer retention systems that enable businesses to realise greater profitability by achieving higher levels of customer satisfaction and loyalty. As a key player in this market space, Respond has worked with over 1,500 organisations worldwide to develop the Respond Loyalty suite of products and services that foster loyalty from both the customer and employee. These organisations include Nike, BMW GB, British Airways Holidays, Thomas Cook Global Services and Barclays Bank.

Jim Anderson, chief executive officer of Respond, said: "Interest in customer retention is at an all time high at the moment, driven by the economic downturn and the realisation that it's much more cost-effective to retain existing customers than continuously attract new ones. This new specification will help organisations worldwide define a baseline process to achieve measurable results."

The specification shares common management system principles and builds on the standard for complaints management, BS 8600. It defines a process designed to ensure that each interested party's perception of value contributes to the evolution of products and services. By following the process, companies can put in place information systems to manage loyalty and then assess their performance.

The PAS 46:2002 entitled: 'Improving Loyalty - requirements', costs £70 (£35 to BSI members), and is available from British Standards Online at bsi-global.com/bsonline. Alternatively, please contact BSI Customer Services, 389 Chiswick High Road, London W4 4AL, England. Phone: +44 (0)20 8996 9001, fax: +44 (0)20 8996 7001, Email: cservices@bsigroup.com 

About BSI
BSI pioneers ways of helping organisations meet benchmarks in best practice - with standards and registration schemes for managing issues like complaints, quality, environmental impact, and information security.
About Respond
Respond provides customer retention systems that enable businesses to realise greater profitability by achieving higher levels of customer satisfaction and loyalty. Headquartered in Kettering, England, Respond's US office is located in Wilton, Conn. More information about the Respond Loyalty suite of products and services can be found by visiting the company's web site at respond-uk.co.uk. Respond Loyalty is a trademark of Respond.  

CONTACT BSI PRESS OFFICE:
Wilma Tulloch on +44 (0)20 8996 6330 OR
Marc Edney on +44 (0)20 8996 6330