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Insight Through Customer Satisfaction Surveys

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.

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Insight Through Customer Satisfaction Surveys

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  1. Insight Through Customer Satisfaction Surveys The Difference of One More Question Walt Pozgay, CGB

  2. Why Use Surveys? • Customer Satisfaction • Market Research • Continuous Improvement • Warranty Analysis • Curiosity

  3. Sample Survey

  4. Raw Data

  5. Raw Data Gut Reaction: “We have to improve the cost to make the customer happier.”

  6. Importance • Stated Importance • Derived Importance

  7. Importance • Stated Importance What does the customer say is important? • Derived Importance

  8. Importance • Stated Importance What does the customer say is important? • Derived Importance What does the data say is important to the customer?

  9. Importance • Stated Importance What does the customer say is important? • Derived Importance What does the data say is important to the customer? Often Stated Importance ≠ Derived Importance

  10. Raw Data 3 = Neutral. The farther we get from neutral, the greater the stated importance.

  11. Raw Data 3 = Neutral. The farther we get from neutral, the greater the stated importance. The data reinforces the Gut Reaction!

  12. Deriving Importance By asking one more question, we gain new insight into what matters to the customer.

  13. 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.”

  14. Deriving Importance

  15. Deriving Importance

  16. Deriving Importance

  17. Deriving Importance

  18. Deriving Importance

  19. The Whole Picture

  20. The Whole Picture

  21. The Whole Picture

  22. The Whole Picture

  23. The Whole Picture

  24. The Whole Picture

  25. The Whole Picture

  26. The Whole Picture

  27. Conclusion • Summarizing questions can be used to identify what is important within an element.

  28. 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.

  29. 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.

  30. Questions?

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