Customer Satisfaction Market Research
Customer Requirements & Supplier
Performance
National Analysts takes a more actionable customer satisfaction
market research approach than traditional CSM and CVA by focusing
on customer requirements and supplier performance
against those requirements.
For example, suppose we wanted to understand how well a supplier
was meeting customers' requirements for how soon a customer
service rep returns the customer's phone calls. We would
gather data similar to the following:
|
Customer Requirements
|
Supplier Performance
|
|
Within 30 minutes
|
2%
|
Within 30 minutes
|
11%
|
|
Within 1 hour
|
3%
|
Within 1 hour
|
18%
|
|
Within 4 hours
|
15%
|
Within 4 hours
|
7%
|
|
Within same day
|
70%
|
Within same day
|
40%
|
|
Next day
|
8%
|
Next day
|
17%
|
|
2 or more days
|
2%
|
2 or more days
|
7%
|
The left-hand table shows the percentage of customers requiring
each level of service, while the right-hand table shows their
perceptions of how the supplier actually performs against
those requirements.
This information is more easily interpreted when presented
in graphic form. The chart below is based on cumulative
distributions of the same data:
- The bars show that most customers require a return
call at least by the same day that they call, but few require
faster service.
- The blue line shows that the supplier generally meets
customer requirements, but that some customers—about 24%—don't
get called back within the required same-day period.
The action steps for improving service are clear from this
data.
For more information on National Analysts, feel free to e-mail
us today or call (215) 496-6800.
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