Analysis Capabilities

ANALYZING CUSTOMER SATISFACTION SURVEY RESULTS
USING QUADRANT ANALYSIS

Quadrant analysis is a technique used to further understand customer satisfaction research data. In a customer satisfaction survey, NSRC often asks respondents to rate each performance attribute in terms of importance and satisfaction. A quadrant analysis plots average satisfaction against average importance for each performance attribute. Each of the four quadrants has a specific interpretation. An explanation of each quadrant along with sample attributes are given below.

1. Performance attributes in the upper right quadrant (high importance and high satisfaction) represent current company strengths:
   • The product meets specifications
   • The product is delivered without damage
   • Invoices are accurate
   • Order status information is available in a timely manner
   • Sales reps are knowledgeable
2. The lower right quadrant (high importance but relatively lower satisfaction) denotes performance attributes that are candidates for immediate attention:
   • The price is competitive
   • Complaints are handled to my satisfaction
   • Requests for quotes are handled rapidly
   • I am notified if a problem arises
   • The product is available when needed
3. The lower left quadrant (relatively lower importance and relatively lower satisfaction) represents lower priority attributes:
   • Product design assistance is provided
   • The supplier is attentive to special requirements
4. The upper left quadrant (relatively lower importance and high satisfaction) is often interpreted as representing "overkill" attributes where effort exceeds expectations. In this example, none of the performance attributes fall into this quadrant.

Performance attributes chosen in a thoughtful manner should all be important. "Lower importance", therefore, must be interpreted as "lower in comparison with other attributes". Although each attribute is deserving of attention, a company's limited resources must be placed where the combination of importance and satisfaction are expected to yield the greatest improvement.