Business outcomes are those measures of behaviour that an organisation ultimately wishes to influence through changing internal performance levels. Forethought has worked extensively with clients across a number of industries to examine internal performance measures with respect to the externally identified drivers of business outcomes such as retention and contestable loyalty.

Forethought focuses on the measurement of customer satisfaction and the linkages between satisfaction and business outcomes. In analysis to date, very strong relationships between a customer satisfaction and customer retention have been found. Effective internal measures can be used to monitor performance on these key drivers and to predict defection.