This research conducted by TNS Global on behalf of SkillSoft highlights the SkillSoft clients' loyalty in numbers.
Text of 2010 TNS Satisfaction/Loyalty Survey Results
1. 2010 TNS Satisfaction/Loyalty Survey Results Chris Sousa December 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.
Measure customer loyalty indicators and establish benchmarks over time
Determine key drivers of customer loyalty and satisfaction
Trend all aspects of SkillSofts relationship with previous wave (2009) and segment across geographies North America, Asia Pacific, and EMEA
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:VerbalandNumerical
Research Objectives and Design 3. 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
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.
4. Example of Numeric Rating Scale Questions
TNS customer satisfaction research methodology utilizesa 0-10 point scale formostperformance 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 MeetMetExceeded
TNS believes that the methodology used for determining percentage satisfied is less important than the trends illustrated by the underlying numbers over time. Heres 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
5. Solid Performance on Key Loyalty Metrics
Repurchasingimproved 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 6. Loyalty Questions 2010 Repurchase SkillSoft's Products 98% Slide 3 Key Metric #1 Key Metric #2 7. Ease of Doing Business (Key Metric #3) Average Score 2009 = 8.1 2010 = 8.3 Slide 4 *Met or Exceeded Expectations 96% * 96% * 8. Product Quality (Key Metric #4) Average Score 2009 = 7.8 2010 = 7.9 Slide 5 97% * *Met or Exceeded Expectations 97% * 9. Customer Service (Key Metric #5) Average Score 2009 = 8.3 2010 = 8.3 Slide 6 96% * *Met or Exceeded Expectations 96% * 10. Comparing Global Survey Results FY09 through FY11 Target Zone * Met or Exceeded Expectations (Responses of 5 10 on an 11 point scale) Completed Surveys = 643 Slide 7 11. 2010 Results by Territory Target Zone APACn=61 EMEAn=71 North America n=511 Slide 8 Recommend * Met or Exceeded Expectations (Responses of 5 10 on an 11 point scale) 12. Performance Trends FY08 through FY11 Global Survey Results Comparison TableSlide 11 * Met or Exceeded Expectations (Responses of 5 10 on an 11 point scale) 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 Repurchase93% 93% 92% 97%