How many customers can we satisfy? Is the level of customer satisfaction rise or fall? Whether our customer satisfaction is higher than competitors' customer satisfaction? What is the target of customer satisfaction in the future? Without measuring customer satisfaction levels, it is impossible to the four questions above can be answered. Therefore, a business that believes that customer satisfaction is important, it must make customer satisfaction measurement program periodically. The main result of this satisfaction measurement is resulting a customer satisfaction index that can provide answers to that four questions.
Talk about the index, which we often see is a very complicated series of formulas. Actually, this is not always the case. Develop a customer satisfaction index, can use the simplest method through very complicated.
The simple method to construct an index is to use direct measurement based on the answers to the question of customer satisfaction. In this case, to produce the index, it is not necessary to use complicated formulas or advanced statistical analysis. The number of questions can be only one question like "how is your overall satisfaction of product X or service Y or company Z".
It also can be use more than one question. For example, asked satisfaction with the product, ask the value or price is given by the company. After that, the results are then averaged with respect to the weight of each customer satisfaction question.
Scale used to generate customer service satisfaction index usually is 4, 5,6,7 or scale 10. The first criteria of a good scale is sensitivity. Therefore, the scale of less than 4 is rarely used because it is less sensitive or less able to differentiate levels of customer satisfaction. For example, the use of the binomial scale where respondents gave an answer that is "satisfied" or "not satisfied", felt less subtle in distinguishing between respondents who somewhat satisfied, satisfied and very satisfied.
The second criteria is the level of reliability. In this regard, many studies show that the scale of 5 and 7, often have a fairly high level of reliability. With a scale of 5, then customer satisfaction is divided into 5 groups of respondents are very dissatisfied, dissatisfied, neutral, satisfied and very satisfied. Not surprisingly, the scale of 5 and 7, is a favorite relative scale in the measurement of customer satisfaction.
Scale 4 and 6, are usually preferred for customer satisfaction researchers who use the "mailing" as a way to collect data. With this scale, there is no score value of the middle or neutral point. This is intended to avoid the tendency of respondents to the origin of the content and selecting the middle score of the scale used.
Several models of customer satisfaction measurement using a scale of 1-10. With this scale, not given a name to each scale, but both ends are the only score of 1 is very dissatisfied and 10 is very satisfied. The advantages of this scale is a high level of sensitivity. The disadvantage, of respondents especially the level of education is not high, will have difficulty in choosing and often require a longer time scale than the other.
Then how the index is generated? When a scale of 1-5 is used, researchers can generate an index in the form of the mean or average. Use the index with the average value of this simple but less communicative in practice. How entrepreneurs can give an interpretation that the level of satisfaction of the company is 3.6 of a scale of 1-5? What does it mean? Employees will be very difficult to understand. In fact, one way to make this index value is to communicate to all employees so they know their company's position in terms of customer satisfaction levels.
Therefore, the index is often used in the form of top two boxes index is the number of respondents who gave answers satisfied or very satisfied. So, when the index top two boxes stating the 80% it can be interpreted that the number of satisfied customers is as much as 80% and that has not been satisfied is 20%. Such an index more easily communicated. When the scale used is 1-7, refractive index of top three boxes used is the sum of the number of respondents who answered the score of 4, 5 and 6.
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