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Kinesis CEM, LLC
Not All Customer Experience Variation is Equal: Common Cause vs. Special Cause Variation
https://blog.kinesis-cem.com/2015/04/14/not-all-customer-experience-variation-is-equal-common-cause-vs-special-cause-variation/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Not All Customer Experience Variation is Equal:
Common Cause vs. Special Cause Variation
Be it….
a survey of customers…
Variability is Common
mystery shops…
Variability is Common
social listening…
Variability is Common
or…
other customer experience
measurement…
Variability is Common
Managers Need to
Understand the Causes of Variation
Variability is Common
Common Cause&
Special CauseTwo Types
of Variation
Like the roll of dice, common cause variation is natural variation within
any system.
It is constantly active within a system, and represents statistical
“noise”.
Common Cause
Variation
Common Cause
VariationExamples
• Poorly defined, poorly designed, inappropriate policies or procedures
• Poor design or maintenance of computer systems
• Inappropriate hiring practices
• Insufficient training
• Measurement error
Unlike the roll of the dice, special cause variation is
not probabilistically predictable.
It does not represent statistical “noise” within the
system, but is the signal within the system.
Special Cause
Variation
Special Cause
VariationExamples
• High demand/ high traffic
• Poor adjustment of equipment
• Just having a bad day
…to managing customer behaviors is
understanding common cause and
special cause variation and their
implications.
A Key…
Variation Built into the System:
PoliciesProcedures Equipment
Hiring PracticesTraining
Common Cause
Variation
more or less how the human
element and the system
interact
Special Cause
Variation
