The Secure Customer Index combines three loyalty indicators into one metric. Only someone who chooses the top level (5) on Secure Customer counts as a Secure Customer on all three dimensions — the intersection. Each segment gives the share (%) of customers.

Satisfaction in general

5 — very satisfied

4 — somewhat satisfied

3 — neither satisfied nor dissatisfied

2 — somewhat dissatisfied

1 — very dissatisfied

Willingness to recommend

5 — will definitely recommend

4 — will probably recommend

3 — undecided

2 — will probably not recommend

1 — will definitely not recommend

Likelihood of reuse

5 — will definitely reuse

4 — will probably reuse

3 — undecided

2 — will probably not reuse

1 — will definitely not reuse

Secure Customers

Share who are very satisfied / will definitely reuse / will definitely recommend.

Favorable attitude

Share with at least the second-best level on all three dimensions of satisfaction and loyalty.

Vulnerable consumers

Share: somewhat satisfied · undecided · undecided.

At-risk consumers

Share: somewhat/not satisfied · will probably or definitely not reuse/recommend.

Very satisfied Will definitely use again Will definitely recommend Secure Customer

Source: D. Randall Brandt (1996), "Secure Customer Index", Maritz Research