The Loyalty Acid Test (April 2002)

May, 2002


The Loyalty Acid Test survey, developed by Bain & Company, provides a relationship report card that uncovers the roadblocks to superior performance. The survey, designed to establish best-performance benchmarks, was administered to customers and employees from “loyalty leaders,” including Vanguard, Enterprise, Northwestern Mutual, Intuit, and Harley. Respondents’ answers reveal striking differences between typical companies and those with the highest levels of loyalty in their fields.