How to read the Drivers of Satisfaction graph

Satisfaction Drivers is a powerful tool that helps businesses identify areas that require improvement to enhance customer satisfaction. Analyzing the visualization businesses can provide valuable insights that can guide decision-making and resource allocation.

Performance is the measure of any CSAT criteria, also available in the CA platform under Statistics>Scores and Criteria. The Score represents the performance

The importance is a measure of :

if a CSAT criteria changes by 1%, by how much % does the overall AVG CSAT change?
if a CSAT criteria changes by 1%, by how much does the NPS change?

Quadrants

The red lines represent the medians (midpoint) of importance and performance and divide the visualization into 4 areas:

Quadrant 1 / Top left area:
- Refers to drivers with low criteria performance and high importance
  - Areas of improvement (Negative drivers)
    Quadrant 2 / Top right area:
- Refers to drivers with high criteria performance and high importance
  - Positive drivers
    Quadrant 3 / Bottom left area:
- Refers to drivers with low criteria performance and low importance
- Taking action on these drivers for improvement will not improve overall satisfaction/loyalty
  Quadrant 4 / Bottom right area:
- Refers to drivers with high ratings and low importance
- Taking action on these drivers for improvement will not improve overall satisfaction/loyalty

Example

Consider the visualization below:

We can observe that “Staff Friendliness”, “Service”, “Cleanliness“, “location”, and “Room” have high AVG CSAT scores & High importance - meaning they are drivers of satisfaction. Also:

A 1% change in Avg CSAT Value for money changes the overall Avg CSAT by 0.18%
A 1% change in Avg CSAT Staff Friendliness changes the overall Avg CSAT by 0.25%

For “Value of money” we observe that (relative to other data points in the graph) the AVG CSAT score is low, but the importance is still high (again in comparison to other data points, for example- “location”). Hence these are key areas for the business to improve as their overall satisfaction is low but from the customer’s POV important criterion in overall satisfaction.