TNS Customer Loyalty Index
Posted by Jeffrey Henning on Mon, Aug 17, 2009
TNS, a Vovici partner, has a CLI (Customer Loyalty Index) it uses in its business-to-business satisfaction research that measures loyalty across four questions:
That last question is unique to the index and reflects the focus on B2B sales.
Here is a generic version of the TNS CLI template:
We'd like to ask you about your overall satisfaction with [organization/brand]. Considering everything you know about this company, its relationship with you and its products, services, and/or support would you say you are:
- Very dissatisfied
- Somewhat dissatisfied
- Somewhat satisfied
- Very satisfied
Based on your experience, how likely would you be to recommend [organization/brand] to a friend or colleague looking for [product/service category]?
- Definitely would not
- Probably would not
- Might or might not
- Probably would
- Definitely would
For your next similar purchase of [product/service category], how likely would you be to buy from [organization/brand] again?
- Definitely would not
- Probably would not
- Might or might not
- Probably would
- Definitely would
In general, how would you rate the competitive advantage provided to your company by using [organization/brand] rather than using any other company that provides similar solutions, services, products, support, etc.?
- No advantage at all
- Only a slight advantage
- Some advantage
- Big advantage
- Vital advantage
The TNS CLI is an average that can range from 0% to 100%. It is the average of % Satisfied (scores 3 or 4 on the 4-point scale), the % Likely to Recommend (scores 4 or 5 on the 5-point scale), the % Likely to Repurchase (scores 4 or 5) and the % Competitive Advantage (score 4 of 5, “Big advantage” or “Vital advantage”).
One of the keys to note about the TNS CLI is that it, like many loyalty indices, integrates satisfaction directly into the measure.
Update (9/3): The
TNS Loyalty Model is a customer segmentation built on top of the TNS CLI.