Pricing has long been treated as the primary lever for driving revenue. When sales slow, discounts appear. When competition intensifies, prices are adjusted. Yet in many industries today, pricing power is shrinking while customer expectations continue to rise. Increasingly, it is customer satisfaction, not price, that determines whether revenue grows or erodes.
Many brands believe they understand customer loyalty because repeat purchases look stable and satisfaction scores remain strong. However, loyalty has changed significantly. It is no longer driven by habit or familiarity alone, but by consistently delivered experiences that earn trust over time. In this environment, assuming loyalty exists is risky. Measuring it accurately has become essential.