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Customer loyalty index (CLI), like NPS, tracks how likely a customer is to recommend a brand, but unlike NPW, it also asks customers how likely they are to buy again and to try other products. CLI doesn’t have a standard scale. It may use 0 to 10, or it may use a different numerical range. No matter what scoring scale is used, a CLI survey invites customers to answer three questions:
1. How likely are you to recommend us to family or friends?
2. How likely are you to buy from us again?
3. How likely are you to try our other products?
CLI is calculated by taking the average of customer answers to these three questions. For example, if your average answers on a scale of 0 to 10 for the three questions were 6, 7 and 8 respectively, your CLI would be 7.