Secure Customer Index | SCI
What is Secure Customer Index (SCI)?
Secure Customer Index is a Customer Satisfaction measurement model developed by D. Randall Brandt, Ph.D (Maritz Research) in 1996.
Most major conceptual and measurement models of customer satisfaction explicitly include elements related to customer value and customer loyalty. Satisfaction is a necessary, but not a sufficient, condition of customer loyalty (D. Randall Brandt, 1996). Customer loyalty is reflected by a combination of attitudes and behaviors. It usually is driven by customer satisfaction, yet also involves a commitment on the part of the customer to make a sustained investment in an ongoing relationship.
One measure of customer loyalty is the Secure Customer Index (D. Randall Brandt, 1996). A secure customer is one who says that he or she is:
- very satisfied with the service
- definitely will continue to use the service in the future
- definitely would recommend the service to others
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Responses to the three items . overall satisfaction, likelihood to continue using the service, and likelihood to recommend . can be combined to create multiple classifications or segments based on the degree of customer security.
For example:
- Secure Customers = % very satisfied/definitely would repeat/definitely would recommend
- Favorable Customers = % giving at least "second best" response on all three measures of satisfaction and loyalty
- Vulnerable Customers = % somewhat satisfied/might or might not repeat/might or might not recommend
- At Risk Customers = % somewhat satisfied or dissatisfied/probably or definitely would not repeat/probably or definitely would not recommend
http://www.maritz.com/About-Maritz/Our-Businesses/Research/Our-Experts.aspx
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How to add Secure Customer Index type question?
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