Michael works for an independent research organization that says it as it is and represents the voice of the real customer. Consumer confidence, being the best in class and what does Nr.1 actually mean. The learning from the process is valuable and requires the right corporate culture to act and enjoy the changes it brings.. I say enjoy as that is what it should be in business if pleasing your customer is an objective. We discuss some key indicators and drivers of performance and building brand loyalty – the Halo effect!