Measuring Customer Satisfaction Levels

Measuring Customer Satisfaction Levels - Some companies take measurements in a more complex and generally refers to a concept of customer satisfaction. Without a clear concept of customer satisfaction, it is very difficult to operationalize satisfaction index calculation.

The most common concepts to produce a customer satisfaction index is the concept of performance-importance. First, respondents were asked to answer the performance or satisfaction levels of various dimensions or attributes that affect customer satisfaction. When the measurement was limited to the dimensions, then it only needs about 3 to 10 questions. If the measurement is made at the level of attributes or things that have been associated with specific expectations of customers, then it can reach up to 10-50 questions. Terntunya this election depends on the desired depth of the survey.

For example, for shoe products, the company's management believes that there are five dimensions that are important in influencing customer satisfaction is the durability, comfort, design, price and warranty. On this basis, then compiled a question like "How did your satisfaction with brand shoes X in terms of durability?". Then, followed by questions for the four other dimensions. Again, based on the experience of conducting market research over the years, I prefer using a satisfaction scale with a scale of 5 or 7 scale.

With the same dimensions and attributes, then asked respondents to rate importance of each dimension or attribute respectively. This interest rate needs to be asked, because it serves as the weighting of the scores obtained from the level of satisfaction or performance. There is no provision that the scale used to measure the level of satisfaction should be the same as the scale used to measure the level of importance. Sometimes even used a different scale types. For example, to measure the performance score 1-5 interval scale used commonly known as the Likert scale. To measure the level of interest, can be used kind of a scale called the sum-scale is the scale where respondents were asked to provide figures for each dimension so that the total amounted to 100%.

From the results of this survey, diperolehlah 5 answers to the performance or satisfaction and 5 answers for the level of interest. These figures, can then be used as the basis for calculating the customer satisfaction index by multiplying the number of satisfaction levels and interest rates.

Index generated in this way is very diverse, depending on the scale used or the way the calculation. Therefore, comparing the index generated in this way must be careful because just a little different way of calculation, we will not get the comparison that "apple to apple '.

Compared with the measurement of customer satisfaction index is a direct and simple, the calculation of the index by way of performance-importance of this has drawbacks and advantages. The first weakness is the difficulty in communicating results to employees because of the numbers generated are relatively difficult to understand. Indeed, by this measurement, the absolute figures obtained can not be interpreted, for example, whether the level of satisfaction obtained is sufficient, good or bad. When the results were compared with results obtained from a competitor or an index than the index obtained from the previous period of study, then the index of satisfaction is easily interpreted.

The second drawback is the presence of subjectivity in making the index calculation method. This could give the impression of manipulation in the calculation. Not infrequently, because there are assumptions that must be used, then it could be a prolonged debate from the penguna results or customer satisfaction with the parties conducting the research. For example, why the index is obtained by multiplying the score performance with a score of importance? Why not just add up? Why is the scale that has been obtained and transformed for no apparent reason and was impressed merely simplify the calculations? When things like this happen, could certainly make the credibility of survey results to be disrupted. Finally, it is not the maximum utilization of the survey results, or could even just be merely a notebook stored in the closet work.

The third weakness is the instability of the resulting index. This instability can be caused by the change of dimensions or attributes measured. On the measurement of the first level of customer satisfaction, is often not easy to get attributes that really comprehensive. Therefore, in subsequent surveys, often newly discovered other attributes that are considered important. When this happens, then the index is difficult to compare with previous results.

The advantages of this method is efficiency. Researchers customer satisfaction, not only get the customer satisfaction index, but at the same time obtain information relating to dimensions or attributes that need to be repaired. This is possible because the score of each dimension or the score of each attribute can be obtained.

It is better to separate the questions used for the calculation of the satisfaction index and the questions used to seek improvement priorities. The combination of two things will neutralize the weaknesses and maintain simplicity in communicating the results.