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  • 2019 Corporate Responsibility Report

Measuring customer retention and endorsement

We use the TRI*M img index to gauge customer retention and regularly participate in benchmarking. The recorded data is based on a customer survey conducted in all markets and segments, except the United States (T-Mobile USA). The TRI*M value for the Deutsche Telekom Group is calculated by aggregating country and segment values. The index itself is determined based on four individual issues (competitive edge, performance, continued use, and recommendation).

The Group-wide TRI*M index was 67.3 points in the 2019 reporting year, which constitutes a modest decrease compared to the benchmark value of 68.5 and means the Group did not achieve the slight increase it had hoped for. This decrease can be attributed primarily to the transformation of the Systems Solutions operating segment of T-Systems, during which it proved impossible to maintain the above-average level of customer satisfaction previously achieved. In addition to the largely stable values in the other areas, this caused the Group value to decline. Our goal for the coming years is to again improve customer satisfaction in all areas.

The TRI*M index for Germany remained at the previous year’s level at 61 points. That means we didn’t attain our goal of a slight increase. Our target for 2020 is to achieve an improvement for the Group as a whole and to increase the TRI*M index by 0.5 points for the Germany segment img.

Customer satisfaction and loyalty scores are factored into both the long-term variable remuneration scheme for our board members and, to an extent, the performance assessments of our managers, meaning some of their variable salary components are linked to these ratings.

This key performance indicator is also used as a parameter in the long-term incentive plan for our managers (excluding Board of Management members).