INSIDE
THIS EDITION..
Emotional Experience
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PLUS..
ECMW - European Customer Management World Conference
Employee Engagement
Using NLP to improve customer satisfaction
The Voice of the Customer
Fast Guide - Treating Customers Fairly
UKCSI Wave 3 Results
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Why Measure Importance?
Stephen Hampshire explains why a satisfaction survey that doesn’t include importance is not a satisfaction survey at all, but a performance measure.
The best single measure of customer satisfaction is something which uses importance scores to weight satisfaction scores. The result is an overall index that reflects in part whether an organisation is prioritising correctly - 'Doing Best What Matters Most'.
Another key benefit of measuring importance is that it allows you to analyse the differences between importance and satisfaction, highlighting gaps where performance is falling short of customer need.
Importance, like satisfaction, should be measured on a ten-point numerical scale with only the endpoints labelled. The endpoints are usually ‘Very unimportant’ and ‘Very important’. You must have separate sections for satisfaction and importance. Covering importance and satisfaction for each requirement at the same time produces an artificial correlation between the two.
Click here to view the whole article (pdf format)
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