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The RED Matrix Model

Developed by the London based consultancy the RED Partnership and designed to measure an organisation's commitment and performance in ten major loyalty factors. Each factor is graded in terms of ten attainment levels; the resulting matrix can be graphed. The ten loyalty performance factors are:

• Commitment by management
• Organisation and structure
• Knowledge and Understanding of customer behaviour
• Management of Customer Expectations
• Integrated strategy
• Relationship Marketing practices
• Customer Service practices
• Relationship Marketing training
• Performance tracking and continuous improvement
• Relationship with other companies