insight through customer satisfaction surveys
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 PresentationTRANSCRIPT
![Page 1: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/1.jpg)
Insight Through Customer Satisfaction
Surveys
The Difference of One More Question
Walt Pozgay, CGB
![Page 2: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/2.jpg)
Why Use Surveys?
Customer Satisfaction
Market Research
Continuous Improvement
Warranty Analysis
Curiosity
![Page 3: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/3.jpg)
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
![Page 4: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/4.jpg)
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
![Page 5: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/5.jpg)
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.”
![Page 6: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/6.jpg)
Importance
• Stated Importance
• Derived Importance
![Page 7: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/7.jpg)
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived Importance
![Page 8: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/8.jpg)
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived ImportanceWhat does the data say is important to the customer?
![Page 9: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/9.jpg)
Importance
• Stated ImportanceWhat does the customer say is important?
• Derived ImportanceWhat does the data say is important to the customer?
OftenStated Importance ≠ Derived Importance
![Page 10: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/10.jpg)
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.
![Page 11: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/11.jpg)
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!
![Page 12: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/12.jpg)
Deriving Importance
By asking one more question, we gain new insight into what matters
to the customer.
![Page 13: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/13.jpg)
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.”
![Page 14: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/14.jpg)
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
![Page 15: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/15.jpg)
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 ̶'
![Page 16: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/16.jpg)
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
![Page 17: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/17.jpg)
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
![Page 18: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/18.jpg)
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
![Page 19: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/19.jpg)
The Whole PictureInitial Interpretation Final Interpretation
The customer perceives our quality as good.
![Page 20: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/20.jpg)
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.
![Page 21: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/21.jpg)
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.
![Page 22: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/22.jpg)
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.
![Page 23: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/23.jpg)
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.
![Page 24: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/24.jpg)
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.
![Page 25: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/25.jpg)
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.
![Page 26: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/26.jpg)
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.
![Page 27: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/27.jpg)
Conclusion
• Summarizing questions can be used to identify what is important within an element.
![Page 28: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/28.jpg)
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.
![Page 29: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/29.jpg)
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.
![Page 30: Insight Through Customer Satisfaction Surveys](https://reader035.vdocument.in/reader035/viewer/2022081604/56816143550346895dd0ba59/html5/thumbnails/30.jpg)
Questions?