The solution to the problem
The sequential driver analysis in customer satisfaction research.
Customer satisfaction research predominantly determines the relevance of key features through the use of linear or non-linear processes. From our standpoint, both approaches frequently miss the set objective. Our plea is for sequential driver analysis.
Action-relevance-matrices enjoy permanent popularity because they depict levels of satisfaction and relevance among customer contact points and reveal service characteristics in a clear form, while also highlighting problem areas and facilitating straightforward communication. Relevance is frequently determined by way of correlation or regression analysis; item dependency and the influence of third-party variables often remain hidden. The outcome is incorrect decisions that dictate improvement measures. The article presents the sequential driver analysis developed by us and analyses differences vis-a-vis alternative processes used to determine drivers based on example studies from different industries and for different target groups.
Publication download (published in Planning and Analysis, edition 6, 2012)
A holistic view of the topic of response and how this can be influenced in the phases of a project.Go to publication
Listening what is important
The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...Go to publication
No worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...Go to publication