|
| |
| |
| |
| |
| |
| |
| |
| |
|
| |
|
| The
Core Decision Support Tool that Undergirds Our Approach to Customer
Satisfaction and Service Quality. |
|
The
Limitations of the Traditional Approach Point to a New Vision
of CSM Called CSRM (Customer Satisfaction Relationship Management) |
| |
| CSRM
breaks out of the traditional CSM domain to generate maximal revenue
and profit. |
|
| |
|
|
| Our
Approach |
| |
| Six years ago we placed
special research and development priority on markedly improving customer
satisfaction and service quality measurement linked to real world
outcomes. We immediately recognized that this required reengineering
all three aspects of the traditional approach: surveying, modeling
CSI, and tracking. Two proprietary tools enable our reengineered approach
to customer satisfaction measurement: our survey tool ValueQuest™,
and our customer satisfaction strategic planning and simulation tool,
SatisSolve™.
|
| |
| ValueQuest™ is an
adaptive microcomputer interviewing tool that writes the interview
in real-time as the respondent takes it. It creates new, more appropriate
questions based on the answers to previous questions. In customer
satisfaction research, importance must be measured using techniques
designed to measure importance (see Critique #2). These techniques
include conjoint analysis or discrete choice analysis. Our conjoint
analysis module is a component of ValueQuest™. The key quantitative
technique that undergirds our approach is a variant of partial or
reduced profile conjoint analysis called modified orthogonal reduced
profile hybridized sequencing (MORPHS). MORPHS allows the user to
adjust the design to insure that the most important attributes appear
more frequently in the design. Secondly, it insures that no attributes
appear too frequently with another attribute. Lastly, the technique
is confirmatory. If the prior information produces importance estimates
significantly different from those calculated in real time from the
conjoint analysis, the system reconfirms the conjoint analysis, and
re-asks certain questions. |
| |
| SatisSolve™ is the
service quality analysis, planning, projection and reporting tool
we have designed to overcome the conventional limitations of service
quality research. There are over a dozen key quantitative techniques
used in SatisSolve™. We will highlight three. First, SatisSolve™
finds the utility set (the set of importance scores for each respondent)
that best predicts real-world behaviors (e.g., sales) resulting from
service quality changes. The quantitative technique is called Multi-Algorithm,
Multi-Parameter Optimization. MAMPO finds the technical utility settings
that maximize fit between what the respondent says they will do and
what the simulator projects they will do. Second, the simulators built
into SatisSolve™ produce multiple projective outcomes including
switching, sales, likelihood of purchase, customer retention, and
revenue. Third, SatisSolve™ simulators can be operated in goal-solving
mode. That is, they can find strategies automatically by finding combinations
of attributes (pricing, convenience, service, delivery, etc.) that
maximize service quality at the lowest
cost to implement. |
|
