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System and Methodology for Analyzing Customer Importance and Performance Paring in Customer Satisfaction Data Analysis

IP.com Disclosure Number: IPCOM000202179D
Publication Date: 2010-Dec-07
Document File: 5 page(s) / 42K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a method which allows a manager in a service operation to quantitatively determine, in a hierarchical order, the "derived" importance of key customer satisfaction drivers of a service delivery event. The method applies the theory of derived importance analysis and the pairing of that data to current performance metrics of an organization. This allows the organization to provide improved service in the areas the customer indicates as most important to them.

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System and Methodology for Analyzing Customer Importance and Performance Paring in Customer Satisfaction Data Analysis

Analysis of solicited customer feedback regarding satisfaction with service typically motivates a delivery organization to discover what drives customer responses. The responses are centered on a customer's personal needs and expectations of the service the customer recently experienced. If a customer's expectations are known to a delivery organization, then that organization can better serve a customer by tailoring its delivery process to meet customer's requirements. Consequently, the organization will earn its customer's loyalty and enhance the overall company's ability to maintain those customers for the long term.

Not all customer satisfaction surveys are designed such that it is obvious and efficient to extract the customer's expectations from the feedback provided. Current approaches to derive this information require a lengthy manual procedure of processing many data points using various ad hoc statistical formulas. Results are then presented without any actionable information that allows an organization to make necessary refinements in the operation to meet customers' most important expectations.

In extreme cases, survey analysis results are often incorrectly used. This can result in increased customer dissatisfaction and customer defection. Any corrective action taken, based on any feedback, must align with the customer's expectations to be effective.

The ability for an organization to easily, efficiently and accurately discover customer expectations (satisfaction drivers) and to know which are most important, is the first step to relevant customer satisfaction improvement planning. Monitoring organizational performance for continuous improvement and adjustment is the second step. Applying actionable information in relation to customers' preferences and continually making necessary refinements in the delivery operation based on current performance allows the organization to calibrate for improved satisfaction.

The disclosed invention is centered on the theory of derived importance analysis and the pairing of that data to current performance metrics. This invention allows a manager to quantitatively determine, in a hierarchical order, the "derived" importance of key customer satisfaction drivers of a service delivery event. In tandem with the importance of each driver, is an indication of the current performance level that the organization has achieved. The invention allows isolation and drill down views into the information to reveal specific organizational trends with time, geographic, organizational, and customer specificity. The result is a view of a customer's satisfaction drivers in priority order as well as their perspective on how well the organization is performing.

The advantages of this process include:

1. Accuracy of action plans. The organization has the ability to understand, in a hierarchi...