Home » 7,960 Footsteps: A Measure of Loyalty

7,960 Footsteps: A Measure of Loyalty

Customer experience professionals look at loyalty using a broad assortment of metrics. We measure Net Promoter Score, Retention Rate, WOM Mentions, Share of Wallet, Customer Lifetime Value, and countless other indicators that help us to better understand the level of loyalty our customers have towards our companies.

But what about counting footsteps?

I recently attended a training event held in San Francisco, California. The training was held at a Westin Hotel – not a bad hotel by any stretch of the imagination, but it wasn’t a Marriott. (I’ve previously written about the fact that I am a rabid promoter of the Marriott brand of hotels).

Rather than staying at the hotel where the event was held, I instead opted to stay at a Marriott located several blocks away, walking to and from the Westin multiple times each day. This decision cost me about 7,960 additional footsteps over the course of my trip.

As I walked to the event one morning, fighting my way through a sea of tourists as the clouds started to let down a light rain, it occurred to me that this was loyalty economics at their best – that I, as a Promoter of Marriott, had chosen to give them my business even when presented with an alternative that was significantly more convenient.

The business case for customer loyalty is simple: loyal customers will spend more money, buy additional products, refer more business, and share better feedback. When you go the extra step for your best customers, they’ll go the extra 7,960 steps for you.


  1. Allie Davidge says:

    I love the idea of “footsteps of loyalty”. To share a similar experience, I work off Oxford Street in the heart of London. Some colleagues and I have a regular monthly lunch. Despite there being about 10 Indian restaurants within a 0.2 mile radius of the office, we choose instead to walk a mile to Sagar for lunch – because the food, the service and the value for money is so good. Our loyalty to the restaurant means that we are prepared to walk 5 times further to get there, along one of the busiest streets in London. Next time we go, I will count the footsteps!

  2. Marc Zazeela says:

    Thanks for the perspective, David. Brand loyalty is very powerful. I have had similar experiences where I paid more, inconvenienced myself, changed my plans, etc., all so I could patronize the establishment/service that I was more comfortable with.

    And, that does not happen easily. Businesses have to work very hard to stand out from the clutter.


Leave a Reply