The Core Decision Support Tool that Undergirds Our Approach to Customer Satisfaction and Service Quality.
Comparison Between Conventional CSM and CSRM
 
CSM versus CSRM: Design and Surveying
Service Quality Criteria
Traditional Approach
CSRM Approach
Unique to CSRM
Importance Measurement Indirectly inferred (from performance measurement using correlation or regression) Directly measured (using techniques designed specifically to measure importance (conjoint or discrete choice))
ü
Performance Measurement Via a scale (e.g. 1-10) By selection of actual experience (e.g. 10, 20, 30, 40 seconds hold time)
0
Expectation By straight single response questions (results in overestimates of expectation) By calculation using utility apportionment (since expectation is proportional to importance)
ü
Initial Surveying Static (every CATI interview the same) Dynamic (computer interview customizes itself to respondents answers; importance needs to be collected only once)
ü
Tracking Low cost, CATI (usually CATI) Slightly lower cost due to hybrid methods (microcomputer interview, mail-out, internet, CATI)
0
 
CSM versus CSRM: Analysis Outcomes
Service Quality Criteria
Traditional Approach
CSRM
Unique to CSRM
Key drivers (importance), expectation and performance scores reported within business line by segment
Yes, but limited and static (a report)
Yes, dynamic (Built in SATISOLVE™)
ü
Scans for all significant key drivers, performance, and expectation differences
No
Yes (SEGMENTSCAN automated significance scanning)
ü
Reports automatically produced by any segment by any business line
No
Yes (built into SATISOLVE™)
ü
Reports automatically produced by any segment across business lines
No
Yes (built into SATISOLVE™)
ü
Patterns in the data can be visualized using 3-D data mining visualization
No
Yes (built into SATISOLVE™ using open-GL visualization)
ü
 
CSM versus CSRM: Modeling and Reporting Outcomes
Service Quality Criteria
Traditional Approach
SatisSolve™ Approach
Unique to SatisSolve™
CSI Defined as the gap between expectation and performance
Yes (expectation is measured in isolation from other drivers)
Yes (expectation is asked dynamically in the context of other key drivers)
ü
Model can produce CSI for any time period for any segment, for any business line
Some
Yes
0
Model can produce CSI for any time period for any segment, across business lines
Generally, no
Yes
0
Model allows CSI simulation (changing the performance to predict change in CSI)
Some
Yes
0
Model allows changing performance to project how that will impact retention
No
Yes (using retention simulation modeling)
ü
Model allows changing performance to project how that will impact switching
No
Yes (using switching simulation modeling)
ü
Model allows changing performance to project purchase change
No
Yes (using likelihood of purchase conjoint simulation modeling)
ü
Model allows changing performance to project sales volume change
No
Yes (using revenue modeling)
ü
CSI model can automatically produce leverage or "gap" charts
Some
Yes
0
CSI model can automatically tell you exactly how to change a key driver
No
Yes
ü
CSI model can "goal solve" to find the solutions that maximally improve CS for the lowest cost
No
Yes (using linear goal programming)
ü

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