LE BLOG BY SATISFACTORY
Measurement of customer satisfaction and what next?
As in-house manager of ongoing improvement to customer satisfaction, you monitor your customers’ level of satisfaction and handle dissatisfaction or callback requests.
One question remains: how to extract the major trends in results and define the actions to take for the following year?
In the panel of existing analyses to answer this question, in this note we are developing the most common analysis: the yearly report in two parts:
Customer satisfaction reflecting the customer journey
When writing the satisfaction questionnaire, you have been advised to target the key stages of the customer experience and to monitor their chronology. Therefore, when compiling the results, it is possible for you to identify the levels of satisfaction at each of these key moments.
By the diagram above, we illustrate the perceived quality of the experience had by customers throughout the journey. The company AB can clearly rely on the service of its salespeople/advisers in shops. The themes of lead times and after-sales are clearly identified as unsatisfactory.
Customer satisfaction as a strategic decision support tool
They key moments, assessed and ranked in the previous section by their level of satisfaction, can also be grouped by "importance". By importance we mean the element’s capacity to influence the level of overall satisfaction.
A comparison between the level of satisfaction at each key moment and its importance within the overall perception of the experience offers a summary analysis of the actions to be led as a priority. The graphical representation of these elements (called Importance-Satisfaction Matrix, or Priority Actions Map) illustrates the ranking of key moments per action priority.
The map ranks the elements in four categories:
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