MUMBAI: Synovate has appointed Jairaj Jatar to head its Customer Loyalty practice. Jatar comes with the mandate to set up a separate customer loyalty vertical for the company.

Jatar moves from AC Nielsen ORG Marg where he was director, client service and head of Automotive and Financial Services research.

Synovate recently launched its global customer loyalty practice, Synovate Symmetrics in the Indian marketplace; the founder of this state-of-the-art tool, Dr. Lawrence A. Crosby recently addressed top honchos from the corporate world at seminars in New Delhi and Mumbai.

Jatar says, "Synovate customer loyalty tools will definitely provide companies’ out-of-box solutions; in customer retention and loyalty. Our global experience will help transcend sectors and expand the scope to new upcoming sectors. The vertical will also provide expertise in the areas of mystery shopping, stakeholder satisfaction studies, among others to the Indian clientele."

"Synovate will tap into its existing clients across auto, banking and financial services, hospitality and durable; also extend the scope to IT and ITES sector, among others," he added.

He has worked extensively in customer satisfaction and brand equity related projects and is also credited with handling the Nepal operations of Marg. He has 16 years of work experience in market research.