Customer Survey

CRD from TCELab

Measure, Improve and Valuate the Health of Your Customer Relationship.

Perfect as a one time annual customer survey or as part of an ongoing regular customer survey program, our CRD drives your business success by starting with a solid understanding of the health of the customer relationship.

Actionable customer insight is vital to the health of a business.

The CRD is effective for a number of industries including software, hardware, health care, finance and venture capital, mobile, wireless, airlines, banking and more; suitable for both B2C and B2B. Particularly suited for SaaS Software Companies due to the typical high monthly churn rates where understanding retention is extremely important (and often different from recommendation and new user acquisition).
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The Customer Relationship Diagnostic (CRD) is an annual or bi-annual business intelligence survey solution that helps companies assess, improve and valuate the health of the customer relationship leading to exponential revenue growth.
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TCELab White Paper CRD Overview
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Successful companies know
which customer segments are performing and why.

The CRD incorporates measuring satisfaction with the RAPID Customer Loyalty framework (Retention, Advocacy, Purchasing).

We combine this subjective data from VOC satisfaction surveys with existing objective big data about your customers from your company systems (CRM, Operations, Marketing, Finance) — creating predictive analytics that correlate customer loyalty and sustained revenue growth.

Stop guessing.

Focus $$$ and your team’s time on the things you KNOW matter most to customers and shareholders, because your customers have told you!

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Benefits of using TCELab’s CRD Survey

TCELab’s CRD can deliver insights across your business; from product innovation to marketing positioning to service and support, you’ll understand how to:

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  • Understand which customers are at risk of churn, why they are at risk and what you can do to improve it.
  • Discover upgrade and cross-sell opportunities
  • Increase retention rates
  • Acquire new customers through word-of-mouth recommendations
  • Reduce churn

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  • Measure critical components of the health of the customer relationship
  • Determine the primary causes of customer disloyalty
  • Select the right customer experience improvement solution(s) that will maximize ROI/Net revenue
  • Focus resources for more efficient operations
  • Understand how your performance compares to the competition and impacts customer loyalty

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What’s in a CRD Report?



The CRD report includes 4 KEY DRIVER CHARTS (1: Overall satisfaction, 2: Retention, 3: Advocacy and 4: Purchasing loyalty) for every customer segment identified. So, for example, if you’re trying to figure out what to do to make sure customers continue to use your products and services, you can look the Retention loyalty key driver charts for insight.

Key driver charts indicate what’s important to customers (“Impact”) correlated with how well the company performs in the areas that were measured in the survey (“Performance Attributes”).



Organized correctly, existing objective big data and subjective customer feedback can provide a wealth of drill-down into customer segments and the related loyalty data and correlations. Examples:

  • Simple demographic information like age and gender,
  • Geographic regional and country
  • Native Language
  • Trial vs. New vs. Frequent vs. Individuals vs. Pro users vs. … ?
  • Desktop / Tablet / Mobile users
  • Sales & Partner Channel comparisons
  • Frequency of use, duration of use, term of customer



Qualitative data like customers responses to open-ended text questions can be used to help understand and prioritize tactics and focus throughout your company. Options:

  • Text Sentiment Analysis for Negative, Neutral and Positive comments in .CSV spreadsheet
  • Identification of key themes
  • Word Clouds of customer open-ended comments
  • Geo-location Sentiment Analysis provides a global map showing pockets of loyal and struggling customers
  • Specific customer segments with related comments



Competitive benchmarking is a useful way to help you understand where you fit in the mix of competitors. Your CRD report includes the Customer Perception of Percentile Rank (C-PeRk) method with your customers rating your performance relative to the competition.

Understanding your place in the competitive landscape through customers eyes is vital in determining competitive advantage and confirming strategic direction.


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Customer-Centric Business Metrics

The CRD contains reliable, valid and useful loyalty metrics to help you manage your business.  These easy-to-understand metrics are excellent for executive dashboards.  Including these metrics in dashboards helps ensure customer input is used in important business decisions. These metrics are:

Customer Loyalty Metrics
The CRD employs the RAPID loyalty approach which measures three important components of customer loyalty: retention (Retention Loyalty Index), advocacy (Advocacy Loyalty Index) and purchasing (Purchasing Loyalty Index).

Customer Experience Metrics
The CRD’s customer experience metrics assess customer satisfaction across seven primary business areas that drive customer loyalty. Some of these business areas include: ease of doing business; overall product quality; technical support; communication).

Relative Performance Assessment (RPA): Competitive Benchmarking
Competitive benchmarking is a useful way to help you understand your relative performance compared to your competition. Using the Relative Performance Assessment, you will be able to identify how to improve your competitive advantage and improve your share of your customers’ wallet.  Estimate your industry percentile ranking using our Customer Perception of Percentile Rank (C-PeRk) score (possible scores range from 0% (worst) to 100% (best)).

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RAPID Loyalty Results

RAPID Loyalty metrics assess different types of customer loyalty

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Allocate resources across business areas to improve customer loyalty and maximize your return on investment.

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Analysis and Reporting

The CRD employs a web-based customer survey to collect customer feedback. These data, along with your financial data, are analyzed to uncover insights that help with critical business decisions. Key customer metrics include the RAPID loyalty indices (measure the three components of customer loyalty) that can be integrated into executive dashboards. Combining the results of the customer feedback with your financial data, the CRD will help you determine the potential revenue gain from both new and existing customers as well as the potential revenue loss due to customer churn.

The CRD contains easy to interpret graphs that help you interpret and communicate the survey results to all constituencies.

Churn Kills SaaS Companies

Retaining customers is important for most companies, but SaaS companies have an even bigger challenge with churn due to a monthly recurring revenue model where the battle for keeping customers has a magnified impact on growth. SaaS churn can be stated as the number of customers cancelling (ΔC) per time interval (Δt) divided by the number of customers at the beginning of the interval (C).

So, even if a company is acquiring customers at an astronomical pace, the reality is that churn can quickly erase all gains. 5% churn monthly = 46% annual turnover!

Enjoy our 13 minute detailed review of the CRD and our approach specifically for SaaS companies:

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