If your organisation seeks to understand how ‘doing the right thing’ leads to positive financial outcomes, you need to look at linkage analysis. If you want to know how customer satisfaction is related to loyalty, how changes in operations affect retention or how satisfaction relates to revenue, linkage analysis will help. But it’s a process that many struggle with. This white paper explains how to go about linkage analysis for the best results. Although we feel intuitively that improving customer service impacts the bottom line, it is something that many organisations find hard to prove. At Maritz Research we asked executives in Fortune 1000 companies about their challenges in putting the Voice of the Customer to work for their businesses.