| Customer and
Stakeholder Satisfaction &
Engagement A key benefit of measuring Customer &
Stakeholder satisfaction is to identify how an organisation can better
meet customer and stakeholder needs and expectations.
We also use this information to identify the “ideal” culture of
the organisation to ensure customer and stakeholder needs are indeed met.
Having the right culture gives an organisation a major competitive
strength, as culture is the only thing competitors cannot copy in the
short term.
We use both rational and emotive measures to
determine customer and stakeholder satisfaction.
The rational measure is based on ‘gap analysis’ while the
emotive measure is based on a ‘gut feel’ measure of overall
satisfaction. Drivers of customer satisfaction are then identified through
correlating rational and emotive measures.
Gap analysis (rational approach) measures
the gap between customers’ expectations of the “Ideal” service they
expect from a service provider. This
is measured in terms of what is important
to them in relation to the service offering.
Customers are then asked to rate their perceptions of the service
provider’s and its competitors’ performance
in meeting those expectations of the “Ideal”.
Where customers’ perceptions of performance match their
expectations (ie there is no gap), it is assumed that there is 100%
satisfaction.
The Customer
Satisfaction Index (CSI) is
a score out of 100% and is based on gap analysis ie. the satisfaction
scores derived from the performance gaps.
The CSI is weighted by the Importance rankings ie. higher ranking
expectations have a higher weighting in the CSI, and lower ranking
expectations have a lower weighting.
For the “Gut Feel”
(emotive measure) satisfaction measure, clients are asked to rate their
overall satisfaction with the service provider’s performance.
The gap analysis results are presented in a Priority
Issues Matrix. Priority
issues are identified in order of importance and are based on 3 criteria,
namely service attributes with:
The Priority Issues Matrix allows issues to be quickly
identified for action and implementation, in priority order, and is ideal
for Managers and staff to easily identify issues for improvement and
incorporate into Strategic and Business Plans.
These can be
correlated with Employee Satisfaction results to identify the impact of
Customer Satisfaction on Employee Satisfaction and Morale and vice versa.
Qualitative
comments are captured for greater insights into the meaning of the
information.
Competitive
Strengths and Weaknesses
are also determined through the gap analysis results.
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