The CLI is based on the NPS (Net Promoter Score) system with improvements that we have found make analysis easier to work with.

 

Customer Loyalty Index (CLI) measures the loyalty that exists between the company and the consumer. The company is the entity that is asking the questions on the CLI survey. We can conduct surveys by email, online, by mail, in person, text message or in other reasonable manner best suited to the needs of our client.

 

Before you can improve a function or a result, you have to be able to measure it. To improve customer loyalty, you first must be able to measure it, and then determine where to focus your efforts to improve it. Like any process, to increase throughput (more loyal customers), you must know where the constraint to customer loyalty is located.

 

We offered a customer loyalty measurement framework to help companies think about customer loyalty more broadly and help them identify customer loyalty metrics to help them better measure and manage different types of business growth: acquiring new customers (Advocacy), retaining existing customers (Retention) and expanding the relationship of existing customers (Purchasing).

 

CLI is based on a direct question: How likely are you to recommend our company/product/service to your friends and colleagues? The scoring for this answer is based on a 0 to 10 scale. Companies are encouraged to follow this question with an open-ended request for elaboration, soliciting the reasons for a customer's rating of that company or product.