Strong customer relationships define the
winners in today’s global economy
TRI*MTM for Customer Retention
The TRI*M Stakeholder Management approach
provides your organisation with the information
it needs to focus resources on the areas that
will help improve your bottom line.
It answers critical questions, including:
What are the decisive factors for customers and what
will retain them?
What are the critical customer touch-points?
What is the composition of your customer base?
How can value be added continuously so you can
ensure market leadership?
What drives customers to stay or move to the
competition?
TRI*M zeroes in on the actions necessary to manage
relationships profitably and increase the business
performance of a company by optimising its processes.
It provides the market intelligence you need to
strategically allocate resources and monitor the
performance of your business units.
TRI*M's deliverables
The TRI*M Index is a single number score that measures
the level of customer retention, is stable over time,
sensitive and highly predictive. As such, top management
typically use it as the key performance indicator for
customer satisfaction and loyalty. In addition, it allows
for internal and external benchmarking, across countries,
cultures, and even industries. TRI*M can draw upon
data gathered from more than 6,000 studies and over 10
million interviews which is also a powerful tool for
setting performance targets.
The TRI*M Typology of Customer Experiences is a
unique approach for describing your customer base and
shows four relationship types for the different customer
experiences:
Do you have enough Apostles who will help your
company to recruit new customers?
Or are they Hostages - only loyal due to barriers in the
market or bound by contracts?
Perhaps they are Mercenaries - always looking for the
best deal?
Or at worst are they Terrorists - spreading negative
word of mouth and making it difficult for you to win
new business?
The TRI*M Grid provides management with actionable
advice, by showing strengths and weaknesses and their
influence on customer retention at a glance. Customers'
evaluation of a company's performance on each quality
element and its position in the TRI*M Grid shows
where a company needs to act in order to increase
company success by improving stakeholder relationships
and/or identifying potential savers.
It identifies product and service dimensions that are:
Motivators - keys to keeping your customers
Hidden opportunities - for differentiation and
developing future competitive advantages
Hygienics - ‘must haves’ from the customer
perspective
Areas of potential or savings where the lifecycle of
quality elements is concerned
TRI*M Grid
TRI*M Index 71
The TRI*M Competitive Analysis enables companies to
develop a strategy by better understanding the
differentiating elements in the marketplace. Comparing
the company’s individual strengths and weaknesses to
competitors’ performances helps you focus on your own
unique selling points.
The TRI*M-Conversion Model adds the personal
customer commitment towards the brand to the business
performance of the company. In this way the
performance-driven customer retention management
system is enhanced by brand driven and emotional
factors. The aim of the TRI*M-Conversion Model
segmentation is to recognise how many customers are
actually at risk of defecting from the relationship with the
company and to quantify those customers who are deeply
committed to the company.
Moreover, the TRI*M-Conversion Model identifies
which competitor brands are attractive to the
uncommitted customers of the company - so attractive in
fact, that these customers are thinking of switching to
them.
The TRI*M Actiogram is a systematic and organised
approach for improving business processes, the product
and services portfolio and loyalty programmes through a
series of workshops. They can help identify and prioritise
causes and provide possible actions to the management
team.
About TNS
TNS is a leading global provider of market information.
We collect, analyse and interpret information to help our
clients better understand the needs and wants of their
customers. We provide research, advice and insight on
market segmentation, advertising and communications,
new product development, brand performance and
stakeholder management. We are also one of the leading
providers of social and political polling.
From our global network, which spans 70 countries, we
provide local expertise and knowledge, together with
internationally consistent information and analysis to
multi-national organisations.
A01
A02
A03
A04
A05
A06
A07
A08
A09
A10
A11
A12
Competence of Staff
Friendliness of Staff
Information Material
Planning and Consulting
Product Quality
Delivery Times
Pre Sales Service
After Sales Service
Price Performance Ratio
Invoicing
Complaint Handling
Responsiveness of Sales Force
TNS is listed on the London Stock Exchange (TNN).
For further information, please contact your usual TNS
representative or email us at the address below.
Email: [email protected]
www.tns-global.com/trim
TNS is a trade mark of Taylor Nelson Sofres plc