Expert en feedback management - Spécialiste dans la mise en place de baromètre de satisfaction et d'enquête de satisfaction
Expert en feedback management - Spécialiste dans la mise en place de baromètre et d’enquête de satisfaction
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15 December 2015

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:

  • Compilation of satisfaction results to identify strengths and areas for improvement throughout the customer journey.

  • Importance-Satisfaction Matrix to prioritise the actions to be undertaken based on the importance of each key moment in the customer experience.

  • 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:

  • Continue in this way: the customer attaches importance to these criteria and you seem to meet their expectations. You can therefore rely on the quality of these services.

  • Keep up the effort: the elements are slightly important in the overall assessment of the customer journey. The customer is satisfied with them all the same. It is therefore relevant to pursue the actions which will enable you to contribute positive points to your internal communication.

  • To be monitored: despite low satisfaction, service improvement does not appear to be a priority because these elements are perceived as only slightly important in the customer’s assessment. Be aware all the same of an unanticipated change in the market which could change customer rules and expectations, and consequently the importance for the customer.

  • Improve as a priority: Customers are attached to these aspects of the experience and are not satisfied with the service. The importance of these elements strongly impacts on their perception of the overall experience. The actions to be taken will be based on these criteria within the top left-hand square.
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    Noëllie PILANDON
    R&D Manager

    Do you need more information ? Contact the author :

    Satisfaction surveys: let your customers know about the results!
    Representativeness and significance of the studies

    How to choose your attitude scale for your customer (...)