Forethought’s Valued Customer® is an award winning research methodology that identifies how an organisation's behaviour affects its brand. Valued Customer® studies have revealed that the drivers of Valued Customer® broadly match brand drivers. It is an independent variable for identifying and measuring brand expectations and is a platform for gauging the consequence of non-alignment of organisational performance with brand expectation.

Valued Customer® utilises a qualitative stimulus, which evokes discussion concerning the individual's brand expectation and provides clients with a foundation for understanding the gap between customer expectations, customer experience and staff intentions. It is an invaluable tool for identifying unmet expectations that lead to a devalued experience, which typically coincides with dissatisfaction, higher defection rates and negative goodwill.

Valued Customer® was the methodology employed in Forethought's award winning research for the ANZ Bank. Visit Valued Customer® in Retail Banking for further information.