The Customer Orientation Monitor (COM) is a consultancy programme designed to optimise a company's customer orientation.

Our customer satisfaction studies have shown that customers' emotional bonds with companies are the decisive factor in cases where it is essential to ascertain customer loyalty in as precise a manner as possible. It is a proven fact that measuring, devoting attention to and fostering these emotional bonds leads to increased loyalty and readiness on the part of the customer to spend with a given company.

Four different dimensions, which can be measured using appropriate questions, are decisive in determining emotional loyalty. Unlike classic customer satisfaction studies, these questions can be used to construct a reliable customer loyalty index that also allows for benchmarking with relation to the competition.

The COM measures the rational as well as emotional dimensions affecting the relationship between company and customer in order to allow concrete strategic measures to be extrapolated from the results. These measures are pragmatic and concentrate on the most important aspects.

The COM allows those factors to be measured that exert a direct influence on the actual behaviour of customers and the results can be converted into concrete action.

The COM has already proved its worth in wide range of different sectors and industries and due to its reliability is rapidly becoming an established monitoring tool used by many companies. DemoSCOPE's COM offers a number of different options where analysis and advice on converting the results into action are concerned.