A Multi-dimensional Relationship Marketing Ladder of Customer Loyalty

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Marketing is about relationships. We need to understand our customers and their needs in order to create a better experience for them. The marketing ladder of customer loyalty is a multi-dimensional relationship ladder that can be applied to any customer journey, from the initial contact with the brand all the way through to the final purchase decision. The concept of a multi-dimensional relationship ladder was created by the marketing research and consultancy firm, A.T. Kearney in 2015 and has since become one of the most widely used concepts in marketing today. This concept highlights that each step on this ladder represents a different level of customer satisfaction or loyalty, with each tier representing different levels of trust or value placed on an experience with an organization's brand or product/service offering.
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