---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-070.html"
title: "Secure Customer Index"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 70
---

# Secure Customer Index

*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…*

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.

![Venn diagram: Secure Customer as the intersection of three top ratings](/principles-of-survey-research/media/sci_venn.png)

Very satisfied Will definitely use again Will definitely recommend Secure Customer

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

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*Slide 70 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*