With large Customer base, Organizations don’t know what are the sentiments of customers. Hence gaging it through anonymous surveys will help to estimate loyalty. With smaller group of 100 or less, I assume your sales and service folks already know the reality. Using measures such as share of wallet, repurchase, intent to recommend will be a better way to estimate loyalty. What’s important is to gain insights about how to increase loyalty. That’s much easy with smaller base. An interview or ethnographic study will help.
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