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 How satisfied are you with the COST of our product? Completely Unsatisfied Completely Satisfied 12345 How satisfied are you with the QUALITY of our product? Completely Unsatisfied Completely Satisfied 12345 How satisfied are you with the DELIVERY of our product Completely Unsatisfied Completely Satisfied 12345

4. Raw Data CustomerCostQualityDelivery 1331 2141 3145 4342 5351 6234 7255 8235 9243 10255 11233 12134 13133 14234 15231 16154 17144 18332 19343 20354 21345 22343 23255 24134 25254 26245 27245 28242 29353 30143 Minimum131 Maximum355 Mean2.03.93.4

5. Raw Data CustomerCostQualityDelivery 1331 2141 3145 4342 5351 6234 7255 8235 9243 10255 11233 12134 13133 14234 15231 16154 17144 18332 19343 20354 21345 22343 23255 24134 25254 26245 27245 28242 29353 30143 Minimum131 Maximum355 Mean2.03.93.4 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 CustomerCostQualityDelivery 1331 2141 3145 4342 5351 6234 7255 8235 9243 10255 11233 12134 13133 14234 15231 16154 17144 18332 19343 20354 21345 22343 23255 24134 25254 26245 27245 28242 29353 30143 Minimum131 Maximum355 Mean2.03.93.4 3 = Neutral. The farther we get from neutral, the greater the stated importance.

11. Raw Data CustomerCostQualityDelivery 1331 2141 3145 4342 5351 6234 7255 8235 9243 10255 11233 12134 13133 14234 15231 16154 17144 18332 19343 20354 21345 22343 23255 24134 25254 26245 27245 28242 29353 30143 Minimum131 Maximum355 Mean2.03.93.4 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 CustomerCostQualityDeliveryOverall 13314 21415 31455 43425 53515 62343 72555 82353 92435 102555 112334 121344 131334 142343 152314 161545 171445 183324 193435 203545 213454 223435 232555 241344 252545 262455 272455 282425 293535 301435 Minimum1313 Maximum3555 Mean2.03.93.44.5

15. Deriving Importance CustomerCostQualityDeliveryOverall 13314 21415 31455 43425 53515 62343 72555 82353 92435 102555 112334 121344 131334 142343 152314 161545 171445 183324 193435 203545 213454 223435 232555 241344 252545 262455 272455 282425 293535 301435 Minimum1313 Maximum3555 Mean2.03.93.44.5 Correlation0.030.78-0.03 ̶

16. Deriving Importance CustomerCostQualityDeliveryOverall 13314 21415 31455 43425 53515 62343 72555 82353 92435 102555 112334 121344 131334 142343 152314 161545 171445 183324 193435 203545 213454 223435 232555 241344 252545 262455 272455 282425 293535 301435 Minimum1313 Maximum3555 Mean2.03.93.44.5 Correlation0.030.78-0.03 ̶

17. Deriving Importance CustomerCostQualityDeliveryOverall 13314 21415 31455 43425 53515 62343 72555 82353 92435 102555 112334 121344 131334 142343 152314 161545 171445 183324 193435 203545 213454 223435 232555 241344 252545 262455 272455 282425 293535 301435 Minimum1313 Maximum3555 Mean2.03.93.44.5 Correlation0.030.78-0.03 ̶ Rules of Thumb r-ValueCorrelation |r| ≤ 0.2Insignificant 0.2 < |r| ≤ 0.4Weak 0.4 < |r |≤ 0.6Moderate 0.6 < |r |≤ 0.8Strong 0.8 < |r| ≤ 1.0Very Strong

18. Deriving Importance CustomerCostQualityDeliveryOverall 13314 21415 31455 43425 53515 62343 72555 82353 92435 102555 112334 121344 131334 142343 152314 161545 171445 183324 193435 203545 213454 223435 232555 241344 252545 262455 272455 282425 293535 301435 Minimum1313 Maximum3555 Mean2.03.93.44.5 Correlation0.030.78-0.03 ̶ Rules of Thumb r-ValueCorrelationSurvey |r| ≤ 0.2InsignificantCost, Delivery 0.2 < |r| ≤ 0.4Weak 0.4 < |r |≤ 0.6Moderate 0.6 < |r |≤ 0.8StrongQuality 0.8 < |r| ≤ 1.0Very Strong

19. The Whole Picture Initial InterpretationFinal Interpretation The customer perceives our quality as good.

20. The Whole Picture Initial InterpretationFinal Interpretation The customer perceives our quality as good. Quality is good and is the most important element of our customers’ overall satisfaction.

21. The Whole Picture Initial InterpretationFinal 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.

22. The Whole Picture Initial InterpretationFinal 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.

23. The Whole Picture Initial InterpretationFinal 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.

24. The Whole Picture Initial InterpretationFinal 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.

25. The Whole Picture Initial InterpretationFinal 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.

26. The Whole Picture Initial InterpretationFinal 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.

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?