Tool 54: Customer Satisfaction Analysis (CSA)

AKA

Customer Satisfier Matrix

Classification

Analyzing/Trending (AT)

Tool description

A customer satisfaction analysis (CSA) is a highly structured survey approach to determine and measure customer satisfaction levels in terms of experienced quality, perceived value, and the importance placed on characteristics of provided products and services.

Typical application

• To compare customer satisfaction ratings for the organization's products or services to the competitor's products or services.

• To measure customer satisfaction levels for products and services.

• To gather customer information for the purpose of improving products or services.

• To identify problem areas in product or service quality.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
	Creativity/innovation
	Engineering
	Project management
	Manufacturing
3	Marketing/sales
	Administration/documentation
4	Servicing/support
2	Customer/quality metrics
1	Change management

links to other tools

before

• House of Quality

• Customer-First-Questions (CFQ)

• Interview Technique

• Weighted Voting

• Nominal Group Technique (NGT)

after

• Consensus Decision Making

• Starbursting

• Different Point of View

• Run-It-By

• Multiple Rating Matrix

Notes and key points

• Relative weight points must total 20 and be distributed across listed customer satisfaction product/service characteristics.

• Perceived value/quality ratings are assigned a value from 1 to 5. A rating of 1 = poor; 2 = fair; 3 = good; 4 = very good; and 5 = excellent.

• The lowest rating total is 20 (all 20 relative weight points value/quality ratings of 1); the highest rating total is 100 (all 20 relative weight points value/quality ratings of 5).

Step-by-step procedure

• STEP 1 Customer feedback data is examined to identify problem areas for certain products or services.

• STEP 2 The team develops a customer profile for the product or service under analysis.

• STEP 3 Next, customer satisfaction characteristics of the product or service are identified and placed on flip chart.

• STEP 4 The team facilitator draws a customer satisfaction matrix on a flip chart and inserts all characteristics. See example Lawnmower Repair Service.

• STEP 5 The team then discusses the importance of each characteristic and assigns a relative weight to it.

• STEP 6 Next, consensus is reached on a value/quality rating for each characteristic.

• STEP 7 Finally, the facilitator calculates weighted ratings for each characteristic and arrives at a rating total.

• STEP 8 The team checks all calculations; the customer satisfaction matrix is dated and given to the process owners for consideration and action.

Example of tool application

Lawnmower Repair Service

						Date xx/xx/xx
	Customer Satisfaction Characteristics	Relative Weight		Value/Quality Rating	=	Weighted Rating
1	Phone service	1		1	=	1
2	Parts in stock	1		2	=	2
3	Wait time	2		3	=	6
4	Cost	4		5	=	20
5	Staff expertise	2		4	=	8
6	Warranty	3		2	=	6
7	Repair quality	7		5	=	35
8					=
9					=
10					=
Rating total: 78
Notes: Distribute 20 relative weight points across listed customer satisfaction characteristics Assign value /quality rating of 1–5 Minimum rating total = 20, maximum rating total =100