CUSTOMER SATISFACTION SURVEY POINT Research and Marketing Consultancy

Transcription

1 CUSTOMER SATISFACTION SURVEY POINT Research and Marketing Consultancy Copyright 2012 POINT Consultancy All rights reserved. No reproduction or distribution allowed without express written permission.

2 The premise of this model is that improvements in quality (what a company does for its customers) will drive increases in Overall Satisfaction (CSI) which, in turn, will lead to increases in Customer Loyalty. Customer Satisfaction Survey THE FRAMEWORK

3 CSAT Framework: What Do We Measure? Attribute 1 Attribute 2 Attribute 3 Attribute 4 KEY DRIVERS [ Experiences ] CORPORATE METRIC: CUSTOMER LOYALTY INDEX Experience 1 Experience 2 [Composite of the measures below ] C L I Experience 3 Experience 4 Intended Primary Loyalty Experience 5 Experience 6 Experience 7 Experience 8 Overall Satisfaction Comparison of [brand] to Expectations Comparison of [brand/product] to Ideal Recommend in General Recommend as Primary Provider Each experiences is measured with multiple questions on the survey. Experience 9 Experience 10 Experience 11 Experience 12 Prefer [brand/product] over others that Offer Similar Services Likely to Continue to Use Actual Recommendation Likelihood to Use Other Products Experience 13 All measures above are self reported; All measures are presented as indices (0-100) unless shown as percentages

4 Component Scores and Impacts are mainly used in CSATs. It helps in quantifying the impact that each area of the customer experience has upon customer satisfaction. These impacts, along with estimates of performance, tells where to invest precious resources. Sample Output 1. COMPONENT SCORES & IMPACTS

5 Component Scores & Impacts Question: How do you evaluate your overall experience with Brand Y?1 = very poor 10 = very good Can you also let us know how you evaluate each of the below aspects of Brand Y? In case you ve never used it, just click on the no answer/do not know (NA/DNK). 1 = very poor and 10 = very good COMPONENT SCORES IMPACT Out of 100 points, the overall experience score of Brand Y is 81 points. The top 5 components with the highest scores are: Component 1(81); Component 2(79); Component 3 (78); Component 4 (78); and Component 5 (77) Even though Brand Y is performing well in almost all components, there are still room for improvement. And to do that, efforts should be directed to components which show the biggest impact. Component 1; Component 2; Component 3; Component 4; and Component 5 ACTION POINT The only red flag in the analysis of components comes from Component 1 which should be addressed immediately to increase satisfaction significantly. Basis: 4,868 respondents

6 Component Scores & Impacts SCORE IMPACT Overall satisfaction 81 Component 1 Component 2 Component 3 Component 4 Component 5 Component 6 Component 7 Component 8 Component 9 Component 10 Component 11 Component 12 Component 13 Component 14 Component 15 Component 16 Component 17 Component 18 Component 19 Component 20 Component 21 Component 22 Component 23 Component 24 Component An impact predicts the change resulting from a 5- point change in a component score. For example, if component 1 score increase by 5 points, overall online experience will increase by 0.6 points. Significantly HIGHER at 0.05 level Significantly LOWER at 0.05 level Basis: 4,868 respondents

7 Component Scores & Impacts MAINTAIN BUILDING ON STRENGTHS High scoring, low impact areas. Maintain performance for now. Component 2 Component 25 Area that has a high impact on satisfaction and also score highly. Generally implies high expectations. Component 5 Component 1 Area of dissatisfaction that is not, at this time, a significant drag on overall experience. Component 3 Component 4 Area of experience that has a high impact on satisfaction, and a relatively low score. MONITOR TOP PRIORITY Basis: 4,868 respondents

8 Net Promoter Score (NPS) is a remarkably simple measure which uses one single survey item: Likelihood to recommend. The measure has some face validity in that it weighs disadvantages against advantages with regards to customer advocacy. Sample Output 2. NET PROMOTER SCORE

9 Net Promoter Score Question: How likely are you to recommend Brand X to others? 0 = Extremely Unlikely 10 = Extremely Likely The Net Promoter Score (NPS) is based on the fundamental perspective that every company s customers can be divided into three categories: Promoters, Passives and Detractors. By asking one simple questions How likely is it that you would recommend Brand X to others? the NPS score can track these three groups and get a clear measure of Brand X s performance through the respondents surveyed. Respondents share their opinion on a 0-to-10 point rating scale and are categorized as follows: Promoters (score 9-10) are loyal enthusiasts who will keep watching and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. The following slide highlight scores for respondents. Basis: 4,868 respondents

10 Net Promoter Score Question: How likely are you to recommend Brand X to others? 0 = Extremely Unlikely 10 = Extremely Likely Extremely Extremely Unlikely Likely NPS = 20% 26% Detractors 29% Passives 46% Promoters Extremely Extremely Unlikely Likely NPS = 32% 18% Detractors 32% Passives 50% Promoters Extremely Extremely Unlikely Likely NPS = 41% 14% Detractors 31% Passives 55% Promoters Extremely Extremely Unlikely Likely NPS = 12% 31% Detractors 26% Passives 43% Promoters 10

11 Profiling includes detailed appraisal of customers' characteristics, attitudes, and behaviors. It typically has two categories: demographics and psychographics. Demographics describe who the customers are. The most frequently used demographic variables include age, gender, occupation, location, marital status, income, education level, and nationality. Psychographics describe why the customers act as they do. Sample Output 3. PROFILING

12 ABOUT ME Some of my daily activities include using my mobile phone and computer, accessing the internet, and watching television. I like visiting the COMPANY website mainly because of the quality of its content. I would like to see more improvement in COMPANY X services. GENDER AGE 78% 22% M F or over I DO BANKING WITH COMPANY X FOR MORE THAN A YEAR NOW. DEFINING DIFFERENCES Listen to radio more often Read newspaper more often Has visited a lot of news websites Wide range of interest when it comes to online articles I M AN EXISTING USER HAVE AN ACCOUNT IN THE COMPANY

13 ABOUT ME Like the existing user, I also use my mobile phone and computer, access the internet, and watch television on a daily basis. My first impression about the COMPANY is mostly positive. I would like to see more articles regarding COMPANY X. GENDER 68% 32% M F AGE or over I WOULD LIKE TO KNOW MORE ABOUT COMPANY X. DEFINING DIFFERENCES Listen to the radio less often Read newspaper less often Often access the internet at work I M A POTENTIAL USER THIS IS THE FIRST TIME I HEARD ABOUT COMPANY X