"Welcome to the site of Loyaltypromoter, an initiative of Ton Otker."

Loyaltypromoter supports organizations in the effective “translation” of customer satisfaction and loyalty insights into effective improvement steps. Our knowledge and insights are based on 35 years of practical experience in this field within one of the largest consumer products company, Philips. Loyaltypromoter is a forerunner in the area of the “Net Promoter Score”*. Ton Otker is member of various network organizations of specialized freelancers. Depending on our assignments teams of specialists are formed. Everything on this site we say about customer satisfaction and loyalty equally applies to employee satisfaction and loyalty.


Some words about Ton Otker
Ton Otker’s background is rooted in an international career with Philips as Director Consumer & Market Intelligence and he is experienced with all forms of quantitative and qualitative research. And (as trained statistical analyst) familiar with advanced data analyses methods. Ton otker held global responsibility for research in a wide range of fields including advertising, sponsoring, media, image, consumer insights, new product development, customer and employee satisfaction and loyalty. In his last role he was (co) responsible for the introduction of the Net Promoter Score (NPS) within Philips, which became one of the 3 key management KPI’s for the company.

Next to research assignments he was a Media Director, responsible for global media planning and buying and a Financial Manager for Philips Pension Funds, responsible for (parts of) Philips share portfolio.

Ton Otker has published widely in areas such as "marketing and research management", “advertising and sponsoring effectiveness", media planning and "Satisfaction/Loyalty strategies". He was an editor for various marketing magazines, including Marketing Mix Digest and Marketing International.

For more information see the biography.

When leaving Philips after a 36 years carreer, he decided to set up Loyaltypromoter and focus his attention to supporting organizations with the “translation” of loyalty data into successful improvement actions.

What is Loyaltypromoter?
Our objectives: quite simply this is to make organizations better by learning from its customers’ and employees opinions as expressed in research. Our focus lies on the optimization of customer and employee loyalty for clients and our motto is “growth from loyalty”. The fundamental idea behind Loyaltypromoter is that loyal customers and employees are the most precious asset any organization can have. Loyal customers come back over and again, buy more, are less price sensitive, speak out in favour and are thereby their best "ambassadors" or "promoters". Their influence of the future of any organization is huge; it’s vital for any organization to have, to hold and to nurture them. In this respect some key words are “Word of Mouth/Mouse”, “Social media”, “Tipping point”.

Our starting point: high quality research. Our vast experience with Satisfaction and Loyalty research has taught us that it is less the quality of the data, but an organization’s willingness and ability to act upon research findings, which is the key to successful management and extension of the customer base.
To be successful organizations must measure satisfaction and loyalty in the right way (by using short/focused questionnaires, high quality sampling and data collection, by segmenting its customers instead of focussing on “averages”). At Loyaltypromoter we focus on “Loyalty” as key indicator instead of on “Satisfaction”, as “Loyalty” is much stronger related to actual future behaviour than “Satisfaction”. Presently the concepts of loyalty measurement most applied and best accepted at Board of Management level is that of the Net Promoter Score, as developed by Frederic Reichheld.

From research data to improvement initiatives
To ensure that research findings are “put into practice” companies must be willing to act upon its findings.  Up-front “buy-in” at all levels, top management support and proper accountability are key. If these criteria are met, loyalty research will prove to be a most effective weapon in the battle for the customer.
Companies with above average scores on “loyalty” show above average growth of sales and market share. Loyal customers buy more, recommend more and are thereby responsible for turnover as much as 3 times higher than less loyal customers. Evidence of this is widespread as demonstrated by the London school of Economics and the (Philips) “True Loyalty” research programme as published by Esomar.

Our role in the process. With this in mind Loyaltypromoter guides organizations in the conversion of customer and employee loyalty insights, right into fact based recommendations and successful improvement steps. Once Loyaltypromoter is “on board” we will improve both the quality and effectiveness of loyalty data and the practical usage/conversion of these in action. This is where our experience lies and where we are good at.

All aspects of the performance of an organization (such as its products, services, communication, distribution ) and all “touchpoints” (critical moments when customers and suppliers meet) will be analysed. Together with our constituents we will analyze the “plusses” and “minuses” of an organization (as seen through the eyes of its customers)  and map  the “Root Causes” which are responsible for the performance of an organization. This will lead to clear dashboards , “Priority matrices” and subsequent improvement steps. Our approach is unique in that we focus on the organization as a whole (instead of on separate units or silo’s, separate departments or functions)  and propose clear and down-to-earth improvement steps in across the organization’s products, services, processes and systems. Use is made of (proprietary) tools such as “multi-level coding” and "Root Cause Analysis"; a technique which was developed and fine-tuned for Satisfaction/Loyalty management by Philips and (Research company) Synovate.

You are welcome to contact us to discuss our approach and services.
Loyaltypromoter works on a “project basis”, our aim is to “transfer” our approach as fast as possible so organization can start applying them themselves; making our involvement “obsolete” as fast as possible. Organizations hire us to learn from our approach and to become more customer focussed and profitable in a short time period.

Contact Ton Otker at Loyaltypromoter

*Net Promoter Score is a registered trademark of Satmetrix Systems, Inc., F. Reichheld and Bain & Company, Inc.