The first scientific tool that measures, compares and activates your clients' real attachment. 15 psychological dimensions. Already deployed across 12 client portfolios, with 8,000 consumers surveyed.
Every marketing department wants to strengthen customer retention. Yet there is no indicator that truly measures client attachment: this is a major blind spot in understanding loyalty.
LoveScore® is the first tool that measures your clients' real attachment and enables you to design loyalty action plans based on their psychological profiles.
Scientific literature shows that attachment is one of the best predictors of client behaviour. It alone explains:
The difference between attachment and satisfaction for a brand is the same as being attached to your spouse versus just being satisfied with them.
Christophe de Cacqueray: Founder, Krakn Behavioural
43.2% of customers surveyed in our LoveScore Insurance Benchmark gave their auto insurer a 9 or 10 NPS. And yet, among these "promoters":
A 9 or 10 NPS is proof of satisfaction. Not a guarantee of attachment.
Source: LoveScore Auto Insurance Benchmark 2025 and 2026, Krakn Behavioural. NPS Promoters (9-10) from the 12 most represented brands.
LoveScore® crosses 4 key dimensions to deeply understand the client relationship.
Cross-referencing NPS and LoveScore reveals 6 cohorts with very different profiles and strategies. Only one of these 6 segments truly represents your customer capital.
Satisfied but disconnected. They recommend out of politeness, not conviction.
The heart of your customer capital. Active fans and ambassadors.
Neither satisfied nor dissatisfied, and not attached. The most volatile segment.
Attached but discreet. Loyal without saying so.
Dissatisfied and detached. Imminent churn risk.
Dissatisfied but still attached. A recent disappointment to repair.
Lovers are worth 1.52 times more in lifetime value than merely satisfied promoters, and show on average +8 points of multi-equipped clients.
Sources: Magids, Zorfas & Leemon, Harvard Business Review, 2015. LoveScore Krakn 2025-2026.
5 structured steps, from coring your customer base to a per-segment action plan, co-built with your teams.
LoveScore survey on a representative sample of your customer base.
Building the 6 segments of the NPS × LoveScore matrix.
Identifying LoveScore segments in your existing customer base.
Selecting psychological levers to activate per priority segment.
Co-building the action plan by channel and customer touchpoint.
Detect the dimensions that limit your relational performance compared to the market.
Cross-reference CRM and LoveScore® to identify critical segments in your database.
Activate levers that match each segment's thinking style and needs.
Measure the impact of your actions on attachment and adjust accordingly.
LoveScore® is the first scientific tool measuring customers' real attachment. Based on 15 psychological dimensions, it quantifies the emotional and cognitive bond your customers have built with you, and compares your score with sector benchmarks.
Unlike NPS or satisfaction surveys, LoveScore® measures the unconscious psychological attachment, not just declared satisfaction. It captures the 15 deep dimensions that drive long-term loyalty and brand advocacy.
A LoveScore® diagnosis includes: a survey of 8,000 consumers, scoring on 15 psychological dimensions, a comparative benchmark against your sector, identification of attachment levers and weak points, and strategic recommendations for improvement.
LoveScore® is designed for Marketing Directors, Brand Managers and Customer Experience Directors who want to measure and strengthen their customers' emotional attachment. It is applicable to all B2C and B2B sectors.
LoveScore measures 15 psychological dimensions of customer attachment, organised into 5 pillars: trust (credibility, integrity, benevolence, intimacy), identification (values, pride), passion (frequent thoughts, impact, awe, fan), emotional intimacy (affection, sacrifices, separation aversion), engagement (long-term perspective, satisfaction). These dimensions come from consumer psychology research (Albert & Merunka 2013, Bagozzi et al. 2017, Batra et al. 2012).
LoveScore is the scientific alternative to NPS when it comes to measuring real customer attachment. NPS measures a stated intention to recommend (« Would you recommend this brand? »), which only imperfectly predicts loyalty. LoveScore measures the deep psychological bond on 15 dimensions validated by academic research, then cross-references the result with NPS to reveal 6 customer segments (Lovers, Platonics, Ghosts, Shy, Breakups, Bruised). In the 2025-2026 Auto Insurance benchmark, 24.6% of NPS promoters (9-10 rating) are not actually attached to their insurer.
For health and insurance mutuals, LoveScore evaluates the member relationship on 15 psychological dimensions of attachment, with particular attention to dimensions that weigh most in this sector: institutional trust, identification with mutualist values, perception of the solidarity model. Krakn has developed a benchmark specific to mutuals, enabling positioning of each member and each base segment on these dimensions, and building a loyalty plan tailored to member psychological profiles.
A LoveScore diagnosis delivers three operational results: an attachment scoring on 15 dimensions, a segmentation of your customer base into 6 relational archetypes usable in your CRM, a loyalty action plan differentiated by segment based on the psychological levers activable for each profile. Identified Lovers segments are worth on average 1.52 times more in lifetime value than merely satisfied customers (Harvard Business Review, 2015). Timeline: 5 to 7 weeks for a complete study.
Yes. LoveScore was designed and is mainly deployed in regulated sectors: insurance, banking, healthcare, mutual insurance. The methodology complies with GDPR (volunteer cohort sampling, anonymisation, secure transfer), fits within customer data governance constraints, and provides auditable indicators. Krakn Behavioural received the 2025 Gold Award for Customer Loyalty at Cas d'Or Banque & Assurance for its work on LoveScore in a large insurance group, and confirmed in 2026 with the Gold Award for Customer Loyalty and the Special Jury Prize at Cas d'Or Customer Experience.
Building loyalty isn't about repeating a message, it's about responding to the client's psychological need.
Discover your LoveScore® and identify your emotional growth levers.