Download ppt - 2010 TNS Satisfaction/Loyalty Survey Results

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%*


97%*

Customer Service (Key Metric #5)

Average Score2009 = 8.32010 = 8.3

Slide 6

96%*


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


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
