Thought on Customer Satisfaction Data Part 2

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Not long ago we had a post about the idea that you should look at both distribution and average when you’re analyzing your results. Your data has a lot of information about your customers, beyond averages, and by looking at the distribution of your data you can also learn about where your company stands with your customers, where it can improve, etc.

Now, the primary reason to look at this information is for better analysis. But that’s not the only way that data is used. It’s also important that you consider presenting this data in the form of data distribution and averages when you distribute it around your office.

Why Looking at this Information is Valuable

For employees that may not be as familiar with the research process, presenting these data as two different types of graphs can be highly advantageous. Average tells an important story, and one that employees are very likely to understand, but the numbers themselves may not appear as forceful or interesting. Is it useful if your company improves from a 6.4 to a 6.6? Why should the employees care about such a small improvement? In some ways it may even be deflating. But average is still important, because an overall improvement would be good to note.

Data distribution can then tell the rest of the story, and should be present in your analysis and the findings you share.  A graph of the distribution can allow employees to understand where customers are coming from more, and explaining the distribution can help them understand the relevance to the company. For example “60% of all customers rated the department a 7 or higher, indicating very good satisfaction.” This puts improvements into terms that many employees will understand, and keeps the focus on all the ways that the company can be improved – not just in average.

Getting Employees Involved

So while you should share the average result with your employees, since average is such an important part of your research, you should also make sure that the distribution is present as well, and that you explain to employees what the distribution means. This will undoubtedly help them further their understanding of where the company can do better and ensure that the documents that you distribute are more easily understood.

To get started with your customer satisfaction research, contact SurveyMethods today.

This entry was posted in Customer Loyalty, Customer Research, Customer Satisfaction, Survey Results. Bookmark the permalink.

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