Responses to the three items — overall satisfaction, likelihood to continue using the service, and
likelihood to recommend — can be combined to create multiple classifications or segments based on
the degree of customer security. For example:
Secure Customers = % very satisfied/definitely would repeat/definitely would recommend
Favorable Customers = % giving at least "second best" response on all three measures of satisfaction and loyalty
Vulnerable Customers = % somewhat satisfied/might or might not repeat/might or might not recommend
At Risk Customers = % somewhat satisfied or dissatisfied/probably or definitely would not repeat/probably or definitely would not recommend
The capacity to establish linkages between customer satisfaction, customer loyalty, and business results should be part of the architecture of any organization's customer satisfaction measurement process.