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Loyalty Value Calculator

See if there is untapped revenue in your customer base

Fill out this form as accurately as you can. But don’t worry, you can edit the values as much as you like on the next page.

How loyal are your customers?

Unsure about this question?

Over thousands of studies we’ve found that the customer base for most firms is 30% Loyal, 50% Neutral, and 20% Vulnerable
  • Loyal
  • Neutral
  • Vulnerable

What percentage of your customers do you retain over 5 years?

After 5 years, what percentage of customers do you expect to retain?

Although the overall level for these will vary by industry, the differences across the segments will be roughly this order of magnitude.

What is your profit margin for each loyalty group of customers?

What is your average profit margin for each customer loyalty level?

Although the overall level for these will vary by industry, the differences across the segments will be roughly this order of magnitude.

We have filled in example percentages based on our research.

Your Business Now

Current revenue:

  • Loyal
  • Neutral
  • Vulnerable

Potential Gain

Estimated revenue:

Based on migrating 35 percentage points of vulnerable customers to neutral and loyal customers. That gives an estimated increase in revenue of !

Click view full results, to see the full breakdown of how a modest, good, and outstanding increase
in customer loyalty can help you to increase your customer's lifetime value!

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