Do you want to start improving overall customer satisfaction? Explore different focus points in the priority matrix in Insocial.
In a priority matrix, based on two factors (represented by the Y and X axes), you can see at a glance what is most important to address. For example, in project management you often see the Eisenhower Priority Matrix recurring. This looks at which tasks are urgent, not urgent, not important or important. With this matrix, you know exactly which tasks you need to pick up first and which can wait.
When improving customer experience, it is also very useful to use a priority matrix. With Insocial's priority matrix, you instantly know which factors customers are most satisfied with and how big of an impact a particular factor has on a customer's satisfaction.
How can I use Insocial's priority matrix?
To use the priority matrix, you must meet a number of conditions:
1. You must ask drivers in your survey
Your customers answer a number of questions in a survey. To use the priority matrix, you have to ask for 'drivers'. Drivers are predefined reasons a customer may choose to give a particular rating, such as: the service provided, the product or the price they paid. The priority matrix shows the results for the different drivers.
2. Drivers must be chosen often enough
A driver must have been chosen by at least 2% of your respondents as a reason. This is especially applicable when you offer the "other, namely" option. Without this rule, all drivers not predefined would also show up in the survey (but all with a low response rate).
3. You must have enough data
There is no set minimum in terms of responses for the priority matrix. But the more data you have collected, the more reliable the priority matrix is. After all, the more input from customers, the more certain you can be that many customers are satisfied or dissatisfied with a particular issue.
What does the priority matrix in Insocial look like?
Bubbles
Each driver you ask about in a survey is represented on the priority matrix as a bubble. These bubbles indicate focus points. The largest bubble equals the driver that needs the most improvement and attention. The smallest bubble equals the driver that needs the least improvement.
The position of the bubble on the X-axis or Y-axis provides more detail. It shows how satisfied customers are with the measured driver relative to how important the driver is to customers.
X-axis
The X-axis indicates how satisfied customers are with a particular driver. It is an average score and is represented by a number between 0 and 10. In the priority matrix, we call this axis the Score.
Y-axis
The Y-axis indicates how important a particular driver is relative to other drivers. The priority is indicated by a number between 0 and 1, based on the number of times the driver is selected. In the priority matrix, we call this axis the Impact.
To indicate the position of the driver on the Y axis, we assume the following data:
- If the driver is not chosen by anyone, the value is 0.
- If the driver is chosen by everyone, the value is 1.
- When the number of choices for the driver is "average" (equal to the total number of scores divided by the number of drivers), the value is 0.5.
The higher the position on the Y-axis, the greater the impact of the driver.
Bubble size
The size of the bubble shows the degree of attention the driver needs to achieve the maximum improvement in overall customer satisfaction. The largest bubble needs the most attention.
The bubble size is calculated by looking at how important the driver is and how much room for improvement there is based on the score given by customers.
Quadrants
The priority matrix can be divided into 4 quadrants:
- Top left: "Improve."
Drivers in this quadrant are important, but have low customer satisfaction ratings. Based on the score, there is more room for improvement for this driver. - Top right: "Expand."
Drivers in this quadrant are important, but have higher customer satisfaction. Based on the score, there is less room for improvement for this driver. - Bottom left: "Observe."
Drivers in this quadrant are less important and have lower customer satisfaction. Based on the score, there is room for improvement for this driver, but the priority is lower. This quadrant is to keep an eye on. - Bottom right: "Retain."
Drivers in this quadrant are less important, but have a high customer satisfaction rating. Based on the score, there is little room for improvement for this driver. Keep it that way, in other words!
Vertical line in the middle of the priority matrix.
The coordinates on the vertical (X) line are the average scores of all drivers. It shows what the average satisfaction is across all drivers.
Horizontal line in the middle of the priority matrix
The coordinates on the horizontal (Y) line go by 0.5.
Are my improvement plans actually having an impact?
Place your cursor on one of the bubbles (the drivers). A number of details will then appear here. For example, you can see where the driver came from, based on the 'previous period'. How long this period is depends on what data limit you have set. Are you looking at data from the past two weeks? Then the 'previous period' implies the two weeks before that.
In the example below, you can see that the driver 'Product' has increased in priority by 26%. First this driver scored a 0.44 and now a 0.67. In this case, it's not because customers are more negative about it. On the contrary, the driver has increased in satisfaction score (customers are more positive), but in addition, the driver has been chosen more often, so the impact has also increased. This also increases the priority.
