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2010 TNS Satisfaction/Loyalty Survey Results
Chris SousaDecember 2010
All research conducted by TNS Global on behalf of SkillSoft. – TNS is the world's largest custom research company and a global leader in
stakeholder management research. TNS works with many of the Fortune 500s top technology companies to provide market measurement, analysis and insight.
Research Objectives – Measure customer loyalty indicators and establish benchmarks over time– Determine key drivers of customer loyalty and satisfaction– Trend all aspects of SkillSoft’s relationship with previous wave (2009) and segment
across geographies North America, Asia Pacific, and EMEA
Research Design – Using TNS’ RAP Research Analysis Program, a web-based survey analysis tool, an
online survey was conducted across North America, EMEA, and APAC– 643 people responded to the survey for a response rate of 18%– Data collection was from October 17, 2010 to October 19, 2010– The survey includes two types of rating questions: Verbal and Numerical
Research Objectives and Design
Example of Verbal Rating Scale Questions
Would You Recommend SkillSoft?
Definitely
Probably
Fairly likely
Probably not
Definitely not
Repurchase/continue to use?
Definitely
Probably
Fairly likely
Probably not
Definitely not
Yes
No
Yes
No
TNS customer satisfaction research methodology utilizes a Verbal Scale for some performance rating questions.
– For the purposes of determining a percentage of customers for whom would repurchase or recommend SkillSoft products and services SkillSoft considers “Definitely,” “Probably,” and “Fairly Likely” as “Yes” answers
– SkillSoft considers “Probably Not,” and “Definitely Not” as “No” answers– TNS believes that the methodology used for determining percentage satisfied is
less important than the trends illustrated by the underlying numbers over time.
Example of Numeric Rating Scale Questions
TNS customer satisfaction research methodology utilizes a 0-10 point scale for most performance rating questions.
– For the purposes of determining a percentage of customers for whom SkillSoft products and services are deemed to have “met” or “exceeded” expectations, SkillSoft has, for the past five years, regarded scores of 0 to 4 as “failing” to meet expectations, scores of 5 to 8 as “meeting” expectations, and scores of 9 and 10 as “exceeding” expectations:
“Failed to Meet” “Met” “Exceeded” 0 1 2 3 4 5 6 7 8 9 10
– TNS believes that the methodology used for determining percentage satisfied is less important than the trends illustrated by the underlying numbers over time. Here’s what TNS has to say about our approach:
There are many different theories in customer satisfaction regarding the best number to benchmark company performance against. Due to the differing approaches across the industry, there is no single standard to benchmark all companies. As such, the most important form of measurement in CSAT work is trending. TNS recommends that benchmarks be established and maintained over time to ensure that business performance is properly being tracked. - Brian Cooper, TNS VP, Technology Sector
Solid Performance on Key Loyalty Metrics
• Repurchasing improved from 92% in 2009 to 97% in 2010
• Would you recommend improved from 96% in 2009 to 98% in 2010
• Only 1 customer said they were “definitely not repurchasing” out of 643 responses
• Only 3 customers answered that they would “definitely not recommend” SkillSoft out of 643 responses
• Scores on 5 key metrics were the same or better than 2009
• 57% of respondents use SkillPort (369 out of 643)
Slide 2
Loyalty Questions 2010
Repurchase SkillSoft's Products
98%
Slide 3
Key Metric #1 Key Metric #2
Ease of Doing Business (Key Metric #3)
Average Score2009 = 8.12010 = 8.3
Slide 4
* Met or Exceeded Expectations
96%*
96%*
Product Quality (Key Metric #4)
Average Score2009 = 7.82010 = 7.9
Slide 5
97%*
* Met or Exceeded Expectations
97%*
Customer Service (Key Metric #5)
Average Score2009 = 8.32010 = 8.3
Slide 6
96%*
* Met or Exceeded Expectations
96%*
93%
96% 96%
94%
96%97%
94%
96% 96%
93% 92%
97%
93%
97%98%
80.0%
85.0%
90.0%
95.0%
100.0%
CustomerService*
Product Quality* Ease of DoingBusiness*
Repurchase Referenceability
FY'09 FY'10 FY'11
Comparing Global Survey Results FY’09 through FY’11
Target
Zone
* Met or Exceeded Expectations (Responses of 5 – 10 on an 11 point scale)
Completed Surveys = 643Slide 7
97%
95.6% 95.2%97%
97.0%96.5% 97%
92.3%
96.4% 97%
97.3% 97.3%97%
98.0% 98.0%
80.0%
85.0%
90.0%
95.0%
100.0%
CustomerService*
Product Quality* Ease of DoingBusiness*
Repurchase Referenceability/
APAC EMEA NA
2010 Results by Territory
Target
Zone
APAC n=61EMEA n=71North America n=511
Slide 8
Recommend
* Met or Exceeded Expectations (Responses of 5 – 10 on an 11 point scale)
Performance Trends FY08 through FY11
Global Survey Results Comparison Table
FY08 FY09 FY10 FY11
Customer Service* 95% 93% 96% 96%
SkillSoft Referenceability 96% 93% 97% 98%
Product Quality* 97% 94% 96% 97%
Ease of Doing Business* 96% 94% 96% 96%
Willing to Repurchase 93% 93% 92% 97%
Slide 11
* Met or Exceeded Expectations (Responses of 5 – 10 on an 11 point scale)