Upload
nusa
View
41
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Insight Through Customer Satisfaction Surveys. The Difference of One More Question Walt Pozgay, CGB. Why Use Surveys?. Customer Satisfaction Market Research Continuous Improvement Warranty Analysis Curiosity. Sample Survey. Raw Data. Raw Data. - PowerPoint PPT Presentation
Citation preview
Insight Through Customer Satisfaction
Surveys
The Difference of One More Question
Walt Pozgay, CGB
Why Use Surveys?
Customer Satisfaction
Market Research
Continuous Improvement
Warranty Analysis
Curiosity
Sample SurveyHow satisfied are you with the COST of our product?
Completely Unsatisfied
Completely Satisfied
1 2 3 4 5
How satisfied are you with the QUALITY of our product?
Completely Unsatisfied
Completely Satisfied
1 2 3 4 5
How satisfied are you with the DELIVERY of our product
Completely Unsatisfied
Completely Satisfied
1 2 3 4 5
Raw DataCustomer Cost Quality Delivery
1 3 3 12 1 4 13 1 4 54 3 4 25 3 5 16 2 3 47 2 5 58 2 3 59 2 4 310 2 5 511 2 3 312 1 3 413 1 3 314 2 3 415 2 3 116 1 5 417 1 4 418 3 3 219 3 4 320 3 5 421 3 4 522 3 4 323 2 5 524 1 3 425 2 5 426 2 4 527 2 4 528 2 4 229 3 5 330 1 4 3
Minimum 1 3 1Maximum 3 5 5Mean 2.0 3.9 3.4
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e
Raw DataCustomer Cost Quality Delivery
1 3 3 12 1 4 13 1 4 54 3 4 25 3 5 16 2 3 47 2 5 58 2 3 59 2 4 310 2 5 511 2 3 312 1 3 413 1 3 314 2 3 415 2 3 116 1 5 417 1 4 418 3 3 219 3 4 320 3 5 421 3 4 522 3 4 323 2 5 524 1 3 425 2 5 426 2 4 527 2 4 528 2 4 229 3 5 330 1 4 3
Minimum 1 3 1Maximum 3 5 5Mean 2.0 3.9 3.4
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e
Gut Reaction: “We have to improve the cost to make the customer happier.”
Importance
• Stated Importance
• Derived Importance
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived Importance
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived ImportanceWhat does the data say is important to the customer?
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived ImportanceWhat does the data say is important to the customer?
OftenStated Importance ≠ Derived Importance
Raw DataCustomer Cost Quality Delivery
1 3 3 12 1 4 13 1 4 54 3 4 25 3 5 16 2 3 47 2 5 58 2 3 59 2 4 310 2 5 511 2 3 312 1 3 413 1 3 314 2 3 415 2 3 116 1 5 417 1 4 418 3 3 219 3 4 320 3 5 421 3 4 522 3 4 323 2 5 524 1 3 425 2 5 426 2 4 527 2 4 528 2 4 229 3 5 330 1 4 3
Minimum 1 3 1Maximum 3 5 5Mean 2.0 3.9 3.4
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e3 = Neutral. The farther we get from neutral, the greater the stated importance.
Raw DataCustomer Cost Quality Delivery
1 3 3 12 1 4 13 1 4 54 3 4 25 3 5 16 2 3 47 2 5 58 2 3 59 2 4 310 2 5 511 2 3 312 1 3 413 1 3 314 2 3 415 2 3 116 1 5 417 1 4 418 3 3 219 3 4 320 3 5 421 3 4 522 3 4 323 2 5 524 1 3 425 2 5 426 2 4 527 2 4 528 2 4 229 3 5 330 1 4 3
Minimum 1 3 1Maximum 3 5 5Mean 2.0 3.9 3.4
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e3 = Neutral. The farther we get from neutral, the greater the stated importance.
The data reinforces the Gut Reaction!
Deriving Importance
By asking one more question, we gain new insight into what matters
to the customer.
Deriving Importance
By asking one more question, we gain new insight into what matters
to the customer.
“Overall, how satisfied are you with our company’s performance.”
Deriving ImportanceCustomer Cost Quality Delivery Overall
1 3 3 1 42 1 4 1 53 1 4 5 54 3 4 2 55 3 5 1 56 2 3 4 37 2 5 5 58 2 3 5 39 2 4 3 510 2 5 5 511 2 3 3 412 1 3 4 413 1 3 3 414 2 3 4 315 2 3 1 416 1 5 4 517 1 4 4 518 3 3 2 419 3 4 3 520 3 5 4 521 3 4 5 422 3 4 3 523 2 5 5 524 1 3 4 425 2 5 4 526 2 4 5 527 2 4 5 528 2 4 2 529 3 5 3 530 1 4 3 5
Minimum 1 3 1 3Maximum 3 5 5 5
Mean 2.0 3.9 3.4 4.5
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e
Deriving Importance
Cost Quality Delivery Overall0.0
1.0
2.0
3.0
4.0
5.0Survey Results
Ave
rage
Res
pons
e
Customer Cost Quality Delivery Overall1 3 3 1 42 1 4 1 53 1 4 5 54 3 4 2 55 3 5 1 56 2 3 4 37 2 5 5 58 2 3 5 39 2 4 3 5
10 2 5 5 511 2 3 3 412 1 3 4 413 1 3 3 414 2 3 4 315 2 3 1 416 1 5 4 517 1 4 4 518 3 3 2 419 3 4 3 520 3 5 4 521 3 4 5 422 3 4 3 523 2 5 5 524 1 3 4 425 2 5 4 526 2 4 5 527 2 4 5 528 2 4 2 529 3 5 3 530 1 4 3 5
Minimum 1 3 1 3Maximum 3 5 5 5
Mean 2.0 3.9 3.4 4.5Correlation 0.03 0.78 -0.03 ̶'
Deriving ImportanceCustomer Cost Quality Delivery Overall
1 3 3 1 42 1 4 1 53 1 4 5 54 3 4 2 55 3 5 1 56 2 3 4 37 2 5 5 58 2 3 5 39 2 4 3 5
10 2 5 5 511 2 3 3 412 1 3 4 413 1 3 3 414 2 3 4 315 2 3 1 416 1 5 4 517 1 4 4 518 3 3 2 419 3 4 3 520 3 5 4 521 3 4 5 422 3 4 3 523 2 5 5 524 1 3 4 425 2 5 4 526 2 4 5 527 2 4 5 528 2 4 2 529 3 5 3 530 1 4 3 5
Minimum 1 3 1 3Maximum 3 5 5 5
Mean 2.0 3.9 3.4 4.5Correlation 0.03 0.78 -0.03 ̶'
1 2 3 4 51
2
3
4
5
Correlation to Overall Satisfaction
CostLinear (Cost)QualityLinear (Qual-ity)DeliveryLinear (De-livery)
Overall Satisfaction Score
Indi
vidu
al S
atis
fact
ion
Sco
re
Deriving ImportanceCustomer Cost Quality Delivery Overall
1 3 3 1 42 1 4 1 53 1 4 5 54 3 4 2 55 3 5 1 56 2 3 4 37 2 5 5 58 2 3 5 39 2 4 3 5
10 2 5 5 511 2 3 3 412 1 3 4 413 1 3 3 414 2 3 4 315 2 3 1 416 1 5 4 517 1 4 4 518 3 3 2 419 3 4 3 520 3 5 4 521 3 4 5 422 3 4 3 523 2 5 5 524 1 3 4 425 2 5 4 526 2 4 5 527 2 4 5 528 2 4 2 529 3 5 3 530 1 4 3 5
Minimum 1 3 1 3Maximum 3 5 5 5
Mean 2.0 3.9 3.4 4.5Correlation 0.03 0.78 -0.03 ̶'
1 2 3 4 51
2
3
4
5
Correlation to Overall Satisfaction
CostLinear (Cost)QualityLinear (Qual-ity)DeliveryLinear (De-livery)
Overall Satisfaction Score
Indi
vidu
al S
atis
fact
ion
Sco
re
Rules of Thumbr-Value Correlation|r| ≤ 0.2 Insignificant
0.2 < |r| ≤ 0.4 Weak
0.4 < |r |≤ 0.6 Moderate
0.6 < |r |≤ 0.8 Strong
0.8 < |r| ≤ 1.0 Very Strong
Deriving ImportanceCustomer Cost Quality Delivery Overall
1 3 3 1 42 1 4 1 53 1 4 5 54 3 4 2 55 3 5 1 56 2 3 4 37 2 5 5 58 2 3 5 39 2 4 3 5
10 2 5 5 511 2 3 3 412 1 3 4 413 1 3 3 414 2 3 4 315 2 3 1 416 1 5 4 517 1 4 4 518 3 3 2 419 3 4 3 520 3 5 4 521 3 4 5 422 3 4 3 523 2 5 5 524 1 3 4 425 2 5 4 526 2 4 5 527 2 4 5 528 2 4 2 529 3 5 3 530 1 4 3 5
Minimum 1 3 1 3Maximum 3 5 5 5
Mean 2.0 3.9 3.4 4.5Correlation 0.03 0.78 -0.03 ̶'
1 2 3 4 51
2
3
4
5
Correlation to Overall Satisfaction
CostLinear (Cost)QualityLinear (Qual-ity)DeliveryLinear (De-livery)
Overall Satisfaction Score
Indi
vidu
al S
atis
fact
ion
Sco
re
Rules of Thumbr-Value Correlation Survey|r| ≤ 0.2 Insignificant Cost, Delivery
0.2 < |r| ≤ 0.4 Weak
0.4 < |r |≤ 0.6 Moderate
0.6 < |r |≤ 0.8 Strong Quality
0.8 < |r| ≤ 1.0 Very Strong
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
Delivery is OK, but has significantly less to do with overall satisfaction than quality.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
Delivery is OK, but has significantly less to do with overall satisfaction than quality.
The customer is unhappy about the cost.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
Delivery is OK, but has significantly less to do with overall satisfaction than quality.
The customer is unhappy about the cost. Cost is a weak area, but has significantly less to do with overall satisfaction than quality.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
Delivery is OK, but has significantly less to do with overall satisfaction than quality.
The customer is unhappy about the cost. Cost is a weak area, but has significantly less to do with overall satisfaction than quality.
Customer is unhappy with cost.We need to put resources into improving cost to satisfy the customer.
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
Quality is good and is the most important element of our customers’ overall satisfaction.
The customer perceives our delivery as OK.
Delivery is OK, but has significantly less to do with overall satisfaction than quality.
The customer is unhappy about the cost. Cost is a weak area, but has significantly less to do with overall satisfaction than quality.
Customer is unhappy with cost.We need to put resources into improving cost to satisfy the customer.
Customer satisfaction is highly dependent on quality. Resources should be allocated to improving cost and delivery, but not at the expense of quality.
Conclusion
• Summarizing questions can be used to identify what is important within an element.
Conclusion
• Summarizing questions can be used to identify what is important within an element.
• Culminating questions can be used to identify which element is more important.
Conclusion
• Summarizing questions can be used to identify what is important within an element.
• Culminating questions can be used to identify which element is more important.
• Find out what really matters to maximize BOTH customer satisfaction and expenditure of precious resources.
Questions?