--- title: "LoyaltyLevers Balanced Scorecard: Measuring Loyalty Sentiment" description: Measure appeal of Loyalty Program Benefits and Member Affinity to gauge the equity you are building with positive Loyalty Sentiment and Emotional Loyalty. image: https://www.loyaltylevers.com/hubfs/social-media-picture-id1190654842.jpg --- [![LoyaltyLevers Loyalty Consulting](https://www.loyaltylevers.com/hs-fs/hubfs/LLLogoBlack.png?width=478&height=123&name=LLLogoBlack.png "LoyaltyLevers Loyalty Consulting")](https://www.loyaltylevers.com) - [Consulting](https://www.loyaltylevers.com) - [Design](https://www.loyaltylevers.com/loyalty-design) - [Benefits](https://www.loyaltylevers.com/loyalty-program-benefits) - [KPI's](https://www.loyaltylevers.com/loyalty-kpi) - [Software](https://www.loyaltylevers.com/customer-loyalty-software) - [Case Studies](https://www.loyaltylevers.com/examples) - [Contact Us](https://www.loyaltylevers.com/contact_us) Open main menu [![LoyaltyLevers logo](https://www.loyaltylevers.com/hs-fs/hubfs/raw_assets/public/loyalty-levers-theme/images/logo-icon.png?width=256&name=logo-icon.png "LoyaltyLevers logo")](https://www.loyaltylevers.com/) - [Consulting](https://www.loyaltylevers.com) - [Getting Started](https://www.loyaltylevers.com/getting-started) - [Design](https://www.loyaltylevers.com/loyalty-design) - [Benefits](https://www.loyaltylevers.com/loyalty-program-benefits) - [Lever 1: Behavior Drivers](https://www.loyaltylevers.com/loyalty-program-benefits-behavior-drivers) - [Lever 2: Sentiment Builders](https://www.loyaltylevers.com/loyalty-program-benefits-sentiment-builders) - [Lever 3: Engagement Activators](https://www.loyaltylevers.com/loyalty-program-benefits-engagement-activators) - [Software](https://www.loyaltylevers.com/customer-loyalty-software) - [KPI's](https://www.loyaltylevers.com/loyalty-kpi) - [Margin Lift KPI](https://www.loyaltylevers.com/loyalty-kpi-marginlift) - [Case Studies](https://www.loyaltylevers.com/examples) - [Contact Us](https://www.loyaltylevers.com/contact_us) - [About LoyaltyLevers](https://www.loyaltylevers.com/contact_us-0) Close main menu [Back to Blog](https://www.loyaltylevers.com/examples) [Emotional Loyalty](https://www.loyaltylevers.com/examples/tag/emotional-loyalty) [Sentiment Builder](https://www.loyaltylevers.com/examples/tag/sentiment-builder) [Measurement](https://www.loyaltylevers.com/examples/tag/measurement) # LoyaltyLevers Balanced Scorecard: Measuring Loyalty Sentiment [![Picture of Phil Hussey](https://www.loyaltylevers.com/hs-fs/hubfs/HusseyProfile.jpg?width=30&name=HusseyProfile.jpg) Phil Hussey](https://www.loyaltylevers.com/examples/author/phil-hussey) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://www.loyaltylevers.com/examples/loyaltylevers-balanced-scorecard-measuring-loyalty-sentiment) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://www.loyaltylevers.com/examples/loyaltylevers-balanced-scorecard-measuring-loyalty-sentiment) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://www.loyaltylevers.com/examples/loyaltylevers-balanced-scorecard-measuring-loyalty-sentiment) As noted in **[Loyalty Measurement: C-Suite Needs a Balanced Scorecard](https://www.loyaltylevers.com/blog/loyalty-measurement-c-suite-needs-a-balanced-scorecard),** executives need a balanced presentation of results to gauge program performance.  Loyalty Sentiment is one of the three elements of the LoyaltyLevers Balanced Scorecard, with measurement of the appeal of Loyalty Program Benefits and Member Affinity.  These key indicators gauge the equity you are building with positive Loyalty Sentiment and Emotional Loyalty.  This article dives deeper into measuring Loyalty Sentiment. ## **Deep Dive on Measuring Loyalty Sentiment** Because loyalty is an emotion as well as a behavior, measuring emotional loyalty necessarily involves surveys. The LoyaltyLevers framework includes two dimensions: Program Benefits and Member Affinity.  Taken together, these two elements provide a critical take on the power of the loyalty program, and the impact it is having on emotional loyalty. Program Benefits includes measures of Value, Ease and sense of Appreciation.  The Member Affinity dimension gets more directly at the key sentiments that matter most, zeroing in on likelihood to maintain existing business, try new products/services and recommend the program to a friend. In addition, a key measure is the degree to which customers will go out of their way to use a product or service. It is the true essence of loyalty when a member will opt to visit a retail store that is a little further away, wait until a for a favorite service provider can be scheduled or forego a discount at a competitor to use your brand. ![SentimentScorecard](https://www.loyaltylevers.com/hs-fs/hubfs/SentimentScorecard.png?width=1280&name=SentimentScorecard.png) Loyalty sentiment can be tracked in its own dedicated and ongoing survey or included in the line of questioning in ongoing brand tracking study. The latter provides the added benefit of understanding program awareness and attitudes among non-members. I recommend quarterly reporting at a high level, with the option to aggregate data across time periods to get a segment level read. ## **LoyaltyLevers Take: Loyalty Sentiment is Often More Powerful** Emotional Loyalty has been receiving a lot of press lately, but precious little has been written about practical ways to create it. By following the [LoyaltyLevers methodology](https://www.loyaltylevers.com/sentimentbuilders), and introducing tangible program benefits that act to increase the sense of status, surprise/delight an important customer, make the experience easier and more within the member’s control, or enlisting members into the brand’s lifestyle and community.  These Sentiment Building benefits must be every bit as real as the tangible rewards; the fact is, the effect that have on program performance is often more powerful. ### Comments ## Related Posts ##### [Loyalty Measurement: C-Suite Needs a Balanced Scorecard](https://www.loyaltylevers.com/examples/loyalty-measurement-c-suite-needs-a-balanced-scorecard) Ask your loyalty program owner to report out on their program results, and you might hear answers like “It’s hard... [![Picture of Phil Hussey](https://www.loyaltylevers.com/hs-fs/hubfs/HusseyProfile.jpg?width=30&name=HusseyProfile.jpg) Phil Hussey](https://www.loyaltylevers.com/examples/author/phil-hussey) Jun 22, 2021 4:54:12 PM ##### [Using data analytics as the Loyalty Design engine to maximize loyalty kpi's](https://www.loyaltylevers.com/examples/using-data-analytics-as-the-loyalty-design-engine-to-maximize-loyalty-kpis) The driver behind most loyalty program reviews is a general sense that the current loyalty benefits are not... [![Picture of Phil Hussey](https://www.loyaltylevers.com/hs-fs/hubfs/HusseyProfile.jpg?width=30&name=HusseyProfile.jpg) Phil Hussey](https://www.loyaltylevers.com/examples/author/phil-hussey) Sep 14, 2021 9:51:24 AM ![LoyaltyLevers Logo for Loyalty Consulting Services](https://www.loyaltylevers.com/hs-fs/hubfs/LLLogoWhite.png?width=484&name=LLLogoWhite.png "LoyaltyLevers Logo for Loyalty Consulting Services") [Follow us on Facebook](https://www.youtube.com/channel/UCBSPZbL6L_QBaz2QeawBQgg) [Follow us on LinkedIn](https://www.linkedin.com/company/loyaltylevers/) [Follow us on Twitter](https://x.com/loyaltylever) [Follow us on Instagram](https://www.pinterest.com/loyaltylevers/) - About - [Blog](https://www.loyaltylevers.com/examples) - [Contact](mailto:husseyp@loyaltylevers.com) ### Get News and Updates about LoyaltyLevers Copyright © 2026, LoyaltyLevers Privacy Policy | Terms of Use